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Modeling word of mouth vs. media influence on videogame preorder decisions: A qualitative approach

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  • Hernandez, Monica D.
  • Handan, Vicdan

Abstract

In order to explore the motives that drive the players to decide for preordering a videogame innovation, we opted for qualitative methods. The motives cited were pooled and scrutinized to develop categories, classifying emerging themes into intrinsic and extrinsic level factors. The most salient finding of the extrinsic side of our model revealed that the importance of the sources of information for players varies depending on the type of the innovation. For continuous innovations, consumer attributed more importance to mass media and marketer-originated information. For discontinuous innovations, consumers attributed more importance to interpersonal sources, which included friends and online reviews. We expect that the identified issues and proposed model may guide for future research in the preordering phenomenon.

Suggested Citation

  • Hernandez, Monica D. & Handan, Vicdan, 2014. "Modeling word of mouth vs. media influence on videogame preorder decisions: A qualitative approach," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 401-406.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:3:p:401-406
    DOI: 10.1016/j.jretconser.2013.11.003
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    References listed on IDEAS

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    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    2. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
    3. Sam K. Hui & Jehoshua Eliashberg & Edward I. George, 2008. "Modeling DVD Preorder and Sales: An Optimal Stopping Approach," Marketing Science, INFORMS, vol. 27(6), pages 1097-1110, 11-12.
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    Cited by:

    1. Tom Hamami, 2019. "Network Effects, Bargaining Power, and Product Review Bias: Theory and Evidence," Journal of Industrial Economics, Wiley Blackwell, vol. 67(2), pages 372-407, June.
    2. Ismagilova, Elvira & Dwivedi, Yogesh K. & Slade, Emma, 2020. "Perceived helpfulness of eWOM: Emotions, fairness and rationality," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Thaichon, Park & Quach, Sara, 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 82-91.

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