Video game marketing: players' platform switching, in-game goods purchase, and flow experience
Abstract
The video game industry is growing fast. Although academic research on video games has also grown, marketing researchers still devote far less attention to this field than other entertainment industries. In this thesis, a conceptual framework is introduced to outline the main actors in the video game environment: video game platform, video game content, and video game player. Through reviewing the literature, several research gaps have been identified in the following areas: video game players’ switching behaviour from traditional consoles to mobile gaming, video game players’ in-game purchase behaviour, and video game players’ flow experience. This thesis contains three studies, each of them fulfils the identified research gaps in the corresponding research field. The first study discusses what are the determinants that drive video game players’ switching behaviour from traditional gaming to mobile gaming. The second study explores why and how video game players purchased different types of in-game goods. In the third study, the flow experience in the video game context is conceptualised, and a dispositional flow scale is developed for adult video game players.
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