Modelling consumer entertainment software choice: An exploratory examination of key attributes, and differences by gamer segment

Prugsamatz, Sunita, Lowe, Ben and Alpert, Frank (2010) Modelling consumer entertainment software choice: An exploratory examination of key attributes, and differences by gamer segment. Journal of Consumer Behaviour, 9 5: 381-392. doi:10.1002/cb.325

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Author Prugsamatz, Sunita
Lowe, Ben
Alpert, Frank
Title Modelling consumer entertainment software choice: An exploratory examination of key attributes, and differences by gamer segment
Journal name Journal of Consumer Behaviour   Check publisher's open access policy
ISSN 1472-0817
1472-0817
Publication date 2010-09-01
Sub-type Article (original research)
DOI 10.1002/cb.325
Open Access Status File (Author Post-print)
Volume 9
Issue 5
Start page 381
End page 392
Total pages 12
Place of publication Bognor Regis, England, United Kingdom
Publisher John Wiley & Sons
Collection year 2011
Language eng
Formatted abstract
• From virtually nowhere 20 years ago to sales of US$9.5 billion in 2007, the video game industry has now overtaken movie industry box-office receipts in terms of annual sales, and blockbuster video games can out perform blockbuster movies for opening-week sales. This dramatic growth is likely to continue in coming years. Yet there has been little scholarly attention to consumers within the industry. This research fills this gap by providing a comprehensive study of consumer behaviour in the gaming industry, using the Theory of Planned Behaviour (TPB); a widely used, robust and reliable consumer research instrument. The study elicits key salient attributes for the major constructs in the TPB model – attitude, subjective norm, and perceived behavioural control – and shows how these key constructs affect purchase intention. To avoid aggregation error in analysing overall market data, this study segments the market and examines differences in perspective by gamer type. We therefore examine differences in these key salient attributes by gamer type to understand consumer motivations better.

• As the first systematic study to examine consumer behaviour issues in the gaming industry, this study provides useful insights to consumers' behaviour in a large, growing industry. Consumer perceptions and behaviour toward entertainment software is complex and this study is not the final word, but it is the first available empirical evidence and can thus move forward the discussion from speculation to replication, extension, and alternative approaches. For managers in this industry, this study demonstrates how a comprehensive model can be applied to entertainment software.
Copyright © 2010 John Wiley & Sons, Ltd.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Article first published online: 22 Aug 2010

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2011 Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 7 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 12 times in Scopus Article | Citations
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Created: Wed, 17 Nov 2010, 01:50:14 EST by Karen Morgan on behalf of UQ Business School