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Gaming Motivations among American College Students

Author

Listed:
  • Yeong Chi
  • Marvin Lovett
  • Orson Chi

Abstract

The purpose of this study was to examine American college students’ motivations related to video games and to identify groups exhibiting common patterns of responses. This study investigated the video gaming motivations of American college students through the adoption of a gaming motivation scale, developed by Lafrenière, et al., which was composed of 18 Likert-typed items. A questionnaire survey, administered to 191 American college students at a public university in South Texas, was employed to collect primary data for this study. The gaming motivations of these participants were examined through factor analysis, which identified four reliable factors. Cluster analysis was then employed to identify three prominent video gaming motivation groups. This research may provide practical marketing implications by proposing effective ways to better understand and target video gaming consumers. Research results may also provide direction for developing successful marketing strategies in the video gaming industry.

Suggested Citation

  • Yeong Chi & Marvin Lovett & Orson Chi, 2017. "Gaming Motivations among American College Students," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(6), pages 211-211, May.
    • Handle: RePEc:ibn:ijbmjn:v:12:y:2017:i:6:p:211
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    References listed on IDEAS

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    1. Calder, Bobby J & Phillips, Lynn W & Tybout, Alice M, 1981. "Designing Research for Application," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 197-207, September.
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    Cited by:

    1. Xia, Ying & Chen, Muyang, 2023. "The Janus face of stateness: China's development-oriented equity investments in Africa," World Development, Elsevier, vol. 162(C).

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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