COUNTRY AND GENDER DIFFERENCES IN THE CONSUMPTION OF MASSIVELY MULTIPLIER ROLE-PLAYING ONLINE GAMES

Bader Khaied Albatati, Richard William Mizerski, Fang Liu

Research output: Contribution to conferenceConference presentation/ephemera

Abstract

Customer experience has become an important concept in explaining consumer behaviour with hedonic products in the online game industry. However, few studies have examined the differences in game experience internationally between players from different nationalities. Game producers who market their wares to a global audience need to take into account that individuals from different national backgrounds have different experiences according to nationally specific cultural and societal norms and restrictions. These experiences determine how players perceive, interact and enjoy products. The current study attempts to examine differences in game experiences between India and the US. Around 600 respondents were collected from Amazon Mechanical Turk (Mturk), an online data panel. Analysis of results using a series of multivariate analysis of covariate, showed that players from India and the US are different in most aspects of game experience except for their analytical experience. Theoretical and practical implications of the study are discussed and recommendations are made with consideration to the ramifications of the investigation.
Original languageEnglish
Publication statusPublished - 21 Jul 2016
EventGlobal Marketing Conference - Hong Kong, Hong Kong
Duration: 1 Jan 2011 → …

Conference

ConferenceGlobal Marketing Conference
CountryHong Kong
CityHong Kong
Period1/01/11 → …

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Albatati, B. K., Mizerski, R. W., & Liu, F. (2016). COUNTRY AND GENDER DIFFERENCES IN THE CONSUMPTION OF MASSIVELY MULTIPLIER ROLE-PLAYING ONLINE GAMES. Paper presented at Global Marketing Conference, Hong Kong, Hong Kong.