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Affective motives to play online games

Author

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  • Joonheui Bae
  • Dong-Mo Koo
  • Pekka Mattila

Abstract

Most previous studies on online games have investigated the effects of cognitive motives, and thus neglected investigating affective motives. Using two studies (an experiment and a field study), the present research based on mood management theory aims to fill this void by investigating affective motives such as stress, pleasure, and arousal on intention to play online games. The present study demonstrates that the stress people experience in their life could be an initiator of online games play (Study 1), and both pleasure and arousal could be two important motives which make people stick with online games playing they have previously experienced (Study 2). We also showed that people with low self-esteem are more inclined to re-play online games when they experience more pleasure from playing games. Implications, limitations, and future research directions are discussed in conclusion.

Suggested Citation

  • Joonheui Bae & Dong-Mo Koo & Pekka Mattila, 2016. "Affective motives to play online games," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(2), pages 174-184, March.
    • Handle: RePEc:taf:jgsmks:v:26:y:2016:i:2:p:174-184
    DOI: 10.1080/21639159.2016.1143153
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    Cited by:

    1. Yawen Fu & Hui’e Liang, 2022. "Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins," Sustainability, MDPI, vol. 14(13), pages 1-14, June.
    2. Kim, Sang Jin & Kim, Kyung Hoon & Choi, Jeonghye, 2019. "The Role of Design Innovation in Understanding Purchase Behavior of Augmented Products," Journal of Business Research, Elsevier, vol. 99(C), pages 354-362.
    3. Yoo, Changsok & Cha, Kyoung Cheon & Kim, Sang-Hoon, 2020. "A quantile regression approach to gaining insights for reacquition of defected customers," Journal of Business Research, Elsevier, vol. 120(C), pages 443-452.
    4. Yi, Jisu & Lee, Youseok & Kim, Sang-Hoon, 2019. "Determinants of growth and decline in mobile game diffusion," Journal of Business Research, Elsevier, vol. 99(C), pages 363-372.

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