The Role of Feelings in the Consumption of Massively Multiplayer Online Role-Playing Games

Bader Khaied A Albatati, Fang Liu, Richard Mizerski, Mingzhou Yu, Ting Li

Research output: Chapter in Book/Conference paperConference paper

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 languageEnglish
Title of host publicationProceedings of the 2016 Australian and New Zealand Marketing Academy Conference (ANZMAC)
EditorsDavid Fortin, Lucie K. Ozanne
PublisherPromaco Conventions Pty. Ltd.
Pages48-54
ISBN (Print)9780473376604
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: Marketing in a Post-Disciplinary Era - University of Canterbury, Christchurch, New Zealand
Duration: 5 Dec 20167 Dec 2016

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
CountryNew Zealand
CityChristchurch
Period5/12/167/12/16

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