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Understanding player behavior in online games: The role of gender

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  • Liu, Chuang-Chun

Abstract

The factors that influence the adoption of online gaming are a major topic of concern for academic researchers, online games marketers, and developers alike. By integrating a motivational perspective into the social cognitive theory (SCT), the research model in this study captures both internal (self-efficacy) and external (social influence) factors when explaining and predicting gamers' outcome expectations, trust, and intention to play online games. Moreover, this study investigates the moderating role of gender in attaining a better understanding of the relationship between behavioral intention and its antecedents. This study finds that self-efficacy, social influence, trust, and utilitarian and hedonic outcome expectations significantly influence players' intentions to play online games. This study also presents that gender moderates the relationship between personal cognitive factors (i.e. self-efficacy, utilitarian and hedonic outcome expectations, and trust) and behavioral intentions, and between environmental influence (i.e. social influence) and behavioral intentions. The findings herein are able to help online game marketers and developers to better develop online games in order to enhance gamers' intentions to play.

Suggested Citation

  • Liu, Chuang-Chun, 2016. "Understanding player behavior in online games: The role of gender," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 265-274.
    • Handle: RePEc:eee:tefoso:v:111:y:2016:i:c:p:265-274
    DOI: 10.1016/j.techfore.2016.07.018
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    2. Osakwe, Christian Nedu & Hudik, Marek & Říha, David & Stros, Michael & Ramayah, T., 2022. "Critical factors characterizing consumers’ intentions to use drones for last-mile delivery: Does delivery risk matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
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    6. Maghrour Zefreh, Mohammad & Edries, Belal & Esztergár-Kiss, Domokos, 2023. "Understanding the antecedents of hedonic motivation in autonomous vehicle technology acceptance domain: A cross-country analysis," Technology in Society, Elsevier, vol. 74(C).
    7. Legaki, Nikoletta-Zampeta & Karpouzis, Kostas & Assimakopoulos, Vassilios & Hamari, Juho, 2021. "Gamification to avoid cognitive biases: An experiment of gamifying a forecasting course," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    8. Fernando Fraga-Varela & Esther Vila-Couñago & Ana Rodríguez-Groba, 2021. "Serious Games and Mathematical Fluency: A Study from the Gender Perspective in Primary Education," Sustainability, MDPI, vol. 13(12), pages 1-13, June.
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