Research on the Impact of Game Users’ Perceived Value on Satisfaction and Loyalty - Based on the Perspectives of Hedonic Value and Utilitarian Value

As Chinese game market growing mature, cultivating loyal game users has become the new goals for game companies. Based on the theory of game users experience, this paper constructs the structural model of customer with the variables of perceived value, customer satisfaction and customer loyalty and studies the relationship between the game users’ hedonic/utilitarian value and customer satisfaction/customer loyalty from the perspective of the game user utilitarian value and hedonic value. The study finds that the game users’ perceived value has a positive effect on customer satisfaction and customer loyalty; while hedonic value has a more significant effect on customer satisfaction than utilitarian value, the latter one has a greater significant effect on customer loyalty than the former one; customer satisfaction has a positive effect on customer loyalty; hedonic value and utilitarian value interact and influence with each other. Implication and recommendation of this research is that enhancing the hedonic and utilitarian value of game users by game companies which is one of the effective ways to improve game users’ satisfaction and loyalty

EXPERIENTIAL VALUE: A HIERARCHICAL MODEL, THE IMPACT ON E-LOYALTY AND A CUSTOMER TYPOLOGY

The main objective of this study is to empirically test a fourth-order hierarchical model of experiential value in an online book and CD setting. In addition, we provide empirical evidence for the role of hedonic and utilitarian value components in creating attitudinal and behavioral loyalty. Finally, we develop an online customer typology, based on the underlying value sources. Based on a sample of 190 visitors of online book and CD retailers, we used PLS to test a third and fourth order hierarchical model of experiential value, emphasizing a hedonic (intrinsic) and utilitarian (extrinsic) value component and the existence of the holistic concept of experiential value. Our results demonstrate that experiential value consists of the third order components hedonic (intrinsic) and utilitarian (extrinsic) value. Both value aspects impact attitudinal loyalty ultimately leading to behavioral loyalty which is also directly affected by utilitarian value. Finally, a nonhierarchical (k-means) cluster analysis identified four segments of online visitors: hedonists, utilitarians, active negativists, and reactive positivists.marketing ;

Gamification in Mobile Payment: An Empirical Investigation

Mobile payment has evolved from a basic payment method into a community that provides a variety of value-added services. These services are meant to encourage continuous use by enhancing the value and experience of the fundamental payment services. This paper investigates the effects of gamification on the sustained usage of mobile payment. Using a sample of 323 Alipay Ant Forest users collected through online questionnaires, we find that gamification has a strong and direct impact on the continuous use of mobile payment. Interestingly, despite the fact that gamification also positively influences flow experience, flow experience derived from gamification has no significant impact on continuous use. Despite the fact that gamification provides an enjoyable and immersive experience and raises users\u27 awareness of the mobile payment app, it appears that the key utilitarian value of the app is still a payment tool with a focus on its convenience, security and versatility

HaaS : drivers that customers value in a smartphone subscription model base

Subscription models are more and more well-liked by consumers as smartphone usage rises. For a smartphone subscription model program to maintain long-term client loyalty and profitability, it is crucial to comprehend the motivations that customers appreciate. The present paper aims to understand customers’ motivations in a smartphone subscription model. This paper investigates the factors that motivate consumers to subscribe to smartphone subscription models. Data was collected through surveys and in-depth interviews. The main goal of this research was to develop a thorough understanding of consumer values and preferences with regard to smartphones and potential future smartphone subscription models. The survey and interviews revealed information about the features and factors that customers value in smartphones and revealed their preferences for subscription-based business models. Through interviews and surveys, it uncovers key factors influencing consumer choices in the smartphone market and provides valuable insights into potential features of smartphone subscription models. According to the research, factors such as smartphone build quality, camera quality, and ecosystem compatibility have a big impact on buying decisions. In addition to appreciating the convenience and financial advantages of recurring upgrades without significant upfront costs, consumers value upgrade options and early access to new products. Competitive pricing and brand loyalty play crucial roles in selecting a smartphone subscription service.Modelos de subscrição estão cada vez mais populares entre os consumidores à medida que o uso de smartphones aumenta. De forma que um modelo de subscrição de smartphones mantenha os consumidores fiéis a longo prazo, é crucial compreender as suas motivações. O presente relatório tem como objetivo estudar as motivações dos consumidores num modelo de subscrição de smartphones. Este paper visa estudar os fatores que motivam os consumidores a aderir a um modelo de subscrição de smartphones. Os dados foram recolhidos através de questionário e entrevistas. O objetivo principal desta pesquisa foi desenvolver uma compreensão aprofundada dos valores e preferências dos consumidores em relação aos smartphones e potenciais futuros modelos de subscrição. O questionário e as entrevistas revelaram informações sobre as características e os fatores que os clientes valorizam nos smartphones e revelaram as suas preferências por modelos de negócio baseados em subscrições. Através das entrevistas e do questionário, são identificados fatores-chave que influenciam as escolhas dos consumidores no mercado de smartphones e fornecem informações valiosas sobre as características potenciais dos modelos de subscrição de smartphones. De acordo com o estudo, fatores como a qualidade do smartphone e compatibilidade com o ecossistema têm um grande impacto nas decisões de compra. Além de apreciarem a conveniência e as vantagens financeiras de atualizações periódicas sem custos iniciais significativos, os consumidores valorizam a possibilidade de atualizar o hardware e o acesso antecipado a novos produtos. Preços competitivos e fidelidade à marca desempenham papéis cruciais na seleção de um serviço de subscrição de smartphone

Developing a Parasocial Relationship with Hotel Brands on Facebook: Will Millennials Differ from GenXers?

Facebook, particularly its brand page, is becoming one of the most powerful tool for relationship building and customer engagement for hospitality companies. As the social media marketing practices evolve in the hospitality industry, the industry starts to realize the importance of customer participation behaviors based on relationship quality rather than quantity of interactions and the rising significance of the Millennials generation. To respond to this trend, this study pursues an empirical investigation of the antecedents for consumer-hotel brand relationship on Facebook, and the potential differences between Millennials and non-Millennials, particularly the GenXers. It also examines the potential varying relational consequences on consumers\u27 online participation behaviors and brand loyalty between these two groups. More specifically, this study positions Facebook as an innovative communication medium, and applies the “parasocial relationship” framework in mediated communication literature as an overarching theoretical guide. Five social-media related factors are included to explain the psychological mechanisms of consumer’s parasocial relationship with brands: utilitarian benefits, hedonic benefits, perceived self-disclosure, perceived interactivity, and perceived information overload. This study also investigates the effects of parasocial relationship on Facebook users’ online participation behaviors with brands and their offline brand loyalty. The hypothesized model is tested with multi-group SEM modelling. Practical and theoretical implications are also discussed in the study

Leveraging Customer-integration Experience: A Review of Influencing Factors and Implications

Organizations have increasingly begun to co-create innovations, conduct idea competitions, or conduct crowdsourcing initiatives with customers in online communities. Yet, many customer-integration methods fail to attract sufficient customer participation and engagement. We draw on previous research to identify customers’ experience as an important determinant of whether customer-integration initiatives succeed. However, research has rarely applied the notion of experience in the context of customer integration. We conduct a cross-disciplinary literature review to identify the factors that constitute a positive customer-integration experience and the implications of the customer-integration experience. Based on 141 papers from marketing, technology and innovation management, information systems, human-computer interaction, and psychology research, we derive a framework for customer-integration experience that integrates 22 conceptually different influencing factors, 15 implications, and their interrelatedness based on motivation-hygiene theory. The framework sheds light on the current state of research on customer-integration experience and identifies possibilities for future research

The continuance intention of user’s engagement in multiplayer video games based on uses and gratifications theory

One of the key success factors in video game industry, including multiplayer video game (MVG), is the user’s continuance intention. The MVG industry runs in a highly competitive market. Users can shift to another game as soon as they discover a slightly inconvenient issue. Thus, maintaining the user’s enthusiasm in playing MVG for a long time is challenging for most games. The solution to prolong the users’ engagement can be initiated by identifying all factors that facilitate the continuance use of playing MVG. This study applied uses and gratifications theory to examine seven variables (enjoyment, fantasy, escapism, social interaction, social presence, achievement, and self-presentation) and the moderating effects of age and gender on the MVG continuance intention. The data analysis and the model development were tested based on Partial Least Square method using the responses of 453 MVG users. The results revealed that enjoyment, fantasy, social interaction, achievement, and self-presentation significantly affected the continuance intention of playing MVG, with enjoyment being the strongest variable. The result also demonstrated the moderating effect of age and gender on the relation between independent variables and continuance intention. The results and findings offered additional insights into the system development to enhance the information system application

The effects of human-game interaction, network externalities, and motivations on players’ use of mobile casual games.

Purpose - This paper empirically examines the factors that influence the acceptance and use of mobile casual games. Methodology - A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities paradigm and the human-computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares (PLS) method. Findings - The results indicate that human-mobile game interaction and network externalities have a significant indirect impact on intention to play, through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and intention to play, which is a very important determinant of actual use. Originality/value - This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human-game interaction and network externalities on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.This work was supported by the Andalusia Regional Government [Excellence Research Project P12-SEJ-1980]; and the Spanish Ministry of Economy and Competitiveness [Project ECO2012-39576]

Managing the impact of the pandemic in the music industry

Corona virus came to shake the whole music industry, it stopped all live events which consequently limited the profits of musicians, labels and all other professionals related to this area. Suddenly only streaming could guarantee a steady source of income for all the workers in this industry. A Partial Least Squares model of survey shows that the Pandemic Induced Behaviour positively affected user satisfaction, user loyalty and willingness to pay either in an indirect or direct way. We believe the pandemic crisis contributed for the growth of streaming and it will be felt in the long run.Através do método matemático "Partial Least Squares" (PLS), esta tese pretende analisar a lealdade do cliente e a satisfação do mesmo perante o serviço em questão ("streaming"), mediados através do comportamento induzido pela pandemia bem como a vontade do próprio cliente em pagar pelo serviço, visto que a pandemia levou ao confinamento da população que ficou apenas com "streaming" como alternativa aos concertos/festivais daí especularmos que a pandemia tenha efeitos positivos neste mercado. Concordantemente, os resultados do PLS de 197 perspetivas individuais e independentes, indicaram que a maioria das hipóteses predefinidas eram significantes, especialmente, a ligação entre a lealdade do cliente e a satisfação do cliente, a ligação entre a satisfação do cliente e a vontade de pagar, bem como a relação entre o comportamento induzido pela pandemia e a vontade de pagar ou a satisfação do cliente. Por outro lado, o efeito indireto entre o comportamento induzido pela pandemia na vontade de pagar do cliente através da sua satisfação e lealdade não foi provado significante como tínhamos antecipado

Theory-Based Affordances of Utilitarian, Hedonic and Dual-Purposed Technologies: A Literature Review

The key to an information system’s (IS) success is its value experienced by the user. A promising approach to enhance user value is to design for the users’ experiential desires. For example, fulfilled experiential desires enhance the users’ satisfaction and loyalty. Despite these benefits, few design principles exist for developing IS according to the users’ experiential desires. Therefore, the aim of this literature review is to aggregate the current state of knowledge concerning the different theoretical perspectives on utilitarian, hedonic and dual-purposed IS. We build a framework that illustrates the relationship between different theoretical perspectives on IS affordances (i.e., motivational, cognitive, affective, and social) and different technology types (i.e., utilitarian, hedonic, dual-purposed). The presented framework offers a starting point for the development of theory-based design principles for experiential affordances of IS. We conclude with a summary of opportunities for future research to extend our knowledge of experientially fulfilling IS