Does Consumer Self Concept Effect Game Purchase BEHAVIOUR and Usage? – 2011

Does Consumer Self Concept Effect Game Purchase Behaviour and Usage?

Robert Davis and Bodo Lang

Robert Davis: Associate Professor

Faculty of Creative Industries and Business, rdavis@unitec.ac.nz, Phone: ++ (649) 815 4321, Postal Address: Unitec Institute of Technology, Department of Management and Marketing, Private Bag 92025, Auckland, New Zealand.

Bodo Lang: Senior Lecturer, Department of Marketing, b.lang@auckland.ac.nz, Postal Address: University of Auckland Business School, Private Bag 92019, Auckland, New Zealand.

Acknowledgements: Manukau Institute of Technology for project funding through its RDTT fund, Chyi Main Ong for the early work on the model and Josefino San Diego for data analysis assistance.

Abstract

This research models the relationship between the consumers’ self concept and their game purchase and usage behaviour. Four hundred and ninety three consumers were randomly recruited to respond face-to-face to a structured questionnaire. The analysis tested the conceptual model with confirmatory factors analysis (CFA) and structural equation modelling (SEM). The modelling tested game usage and purchase across four model types; (1) the original model (all games) and then the alternative models, (2) Sports/Simulation/Driving, (3) Role Playing Game (RPG)/Massively Multiplayer Online Role-Playing Game (MMORPG)/Strategy and (3) Action/Adventure/Fighting. All models had adequate model fit with the exception of the original model. Surprisingly, path coefficients suggest that consumers’ self concept does not impact game usage and/or purchase behaviour. The only exception related to Role Playing Game (RPG)/Massively Multiplayer Online Role-Playing Game (MMORPG)/Strategy. Implications for researchers and for managers are discussed.

Key Words: self concept, usage, purchase, computer games, structural equation modelling, confirmatory factor analysis.

In review at the Journal of Consumer Behaviour.

Does Consumer Self Concept Effect Game Purchase BEHAVIOUR and Usage?