ANZMAC 2012 Papers and Presentations (3rd to 5th December)

ANZMAC 2012 Papers and Presentations

At ANZMAC 2012 we will be presenting 3 pieces of work in progress (3rd to 5th December).  ANZMAC is the Australia-New Zealand Marketing Academy.

Here are the papers and presentations:

1. Conceptualising Self-concept, Self-efficacy and Perceived Enjoyment in the Consumption of Games

Neil Gautam, Unitec Institute of Technology, neil.gautam@gmail.com

Robert Davis, Unitec Institute of Technology, rdavis@unitec.ac.nz

Bodo Lang*, University of Auckland, b.lang@auckland.ac.nz

Abstract

The aim of this paper is to explore self-concept, self-efficacy and perceived enjoyment in the consumption of games. The research question asks: How does self-concept, self-efficacy and perceived enjoyment affect game consumption behaviour? To explore these three core themes we interviewed 18 game players. Using the case method and a thematic approach to data analysis, it was found that self-concept is conceptualised as role play, decision making, self-esteem and social relationships. We identified that consumer self-efficacy is related to knowledge, skill, control, achievement and teamwork. Finally the evidence argues that the story, environment, play mechanics, rewards and social interaction are important contributors towards a game players’ perceived enjoyment. The paper concludes by examining the managerial implications of the conceptual model with future research directions.

Presentation: ANZMAC 2012 – Gautam, Davis & Lang – Presentation and Paper: 2012 Anzmac – Conceptualising Self-concept, Self-efficacy and Perceived Enjoyment.

This is an important work because it is based on the previous published work of Robert Davis, Rod Brodie and Margo Buchanan-Oliver on Online Branding, Robert Davis and Bodo Lang on computer game consumption and for the first time in branding, the research work of Neil Gautam.  Previous work has also done at the University of Auckland by Chyi-Main Ong.

2. Conceptualising the Brand Relationship in Social Media Consumption

Inna Piven, Unitec, innapiven@me.com

Robert Davis, Unitec, rdavis@unitec.ac.nz

Abstract

The aim of this research is to conceptualise the brand relationship in social media consumption (SMC). In 2012 two concurrent qualitative data collection processes were implemented to achieve this aim; (1) 15 face to face interviews with consumers and (2) a Facebook focus group with 14 consumers. In this paper we present the findings of the focus group. We found evidence that supports our preliminary conceptual model regarding:emotion, expression, enjoyment, interactivity, co-creation, experiential outcomes, social experience and personal experience. Research implications are discussed.

Presentation: Piven and Davis – ANZMAC Presentation 2012 and Paper: Piven and Davis – ANZMAC Paper 2012 .

This is an important work because it is based on the previous published work of Robert Davis, Rod Brodie and Margo Buchanan-Oliver on Online Branding and for the first time in branding, the research work of Inna Piven.

3. Does Gender Mediate Online Shopping Attitudes and Purchase Intentions?

Robert Davis*. Unitec Institute of Technology. rdavis@unitec.ac.nz

Bodo Lang. University of Auckland. b.lang@auckland.ac.nz

Josefino San Diego. Unitec Institute of Technology. jsandiego@unitec.ac.nz

Abstract

The aim of this paper is to model the mediating effect of gender (offline and online) on shopping attitudes and purchase intentions. In 2009, 550 consumers responded face-to-face to a questionnaire yielding 515 usable responses. The conceptual model was tested with confirmatory factors analysis (CFA) and structural equation modelling (SEM) across 5 product categories with separate models for males, females and both genders together. All models had adequate fit. We found that the relationship between online retail shopping attitudes, online gender, and purchase intention is significant for males but not for females. Conversely, offline gender appears to moderate the relationship between online retail shopping attitudes and purchase intention for females. In sum: online shopping is oriented towards males, whereas females prefer offline shopping. Research implications are discussed.

Presentation[TBC]:  and Paper: Davis, Lang and San Diego ANZMAC 2012 – Paper.

This is an important work because it is based on the previous published work of Robert Davis, Rod Brodie and Margo Buchanan-Oliver on Online Branding and Relationships. We now extend that work and explore the concept of real virtuality in the gendered context.