Abstract
Customer experience is an important concept in explaining consumer behaviour with respect to Massively Multiplayer Online Role-Playing Games (MMORPGs). This study examines the influences of feelings on three dimensions of game experience, namely, immersion, flow, and social interaction. Using an Indian sample obtained from Amazon Mechanical Turk this study finds that positive feelings have a significant effect on game immersion, flow and social interaction. However, negative feelings do not appear to affect game experience.
Original language | English |
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Title of host publication | Proceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC) |
Editors | David Fortin, Lucie K. Ozanne |
Publisher | Promaco Conventions Pty. Ltd. |
Pages | 48-54 |
ISBN (Print) | 9780473376604 |
Publication status | Published - 2016 |
Event | Australian and New Zealand Marketing Academy Conference: Marketing in a Post-Disciplinary Era - University of Canterbury, Christchurch, New Zealand Duration: 5 Dec 2016 → 7 Dec 2016 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Abbreviated title | ANZMAC |
Country/Territory | New Zealand |
City | Christchurch |
Period | 5/12/16 → 7/12/16 |