Modeling game usage, purchase and perceived complexity
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Citation:Davis, R., and Lang, B. (2013). Modeling game usage, purchase and perceived complexity. ACM - Computers in entertainment.
Permanent link to Research Bank record:http://hdl.handle.net/10652/2564
Existing theory posits that perceived complexity is an important driver of the usage and purchase of computer games. However, there is no empirical evidence to support this proposition. Therefore, this research models the relationship between the consumer’s game purchase and usage behavior and perceived complexity. In, 2009, 493 consumers in New Zealand responded face-to-face to complete a structured questionnaire. The analysis tested the conceptual model with confirmatory factors analysis (CFA) and structural equation modeling (SEM). The modeling tested game usage and purchase across 4 competing model types: (1) the original model (all games) and alternative models: (2) Sports/Simulation/Driving, (3) Role Playing Game (RPG)/Massively Multiplayer Online Role-Playing Game (MMORPG)/Strategy and (4) Action/Adventure/Fighting. In our confirmatory factor analysis and structural equation modeling, all of our models had adequate fit with the exception of the original model. Our path coefficients concluded that the complexity of a game does not impact usage and/or purchase behavior. The only exception related to complexity and game usage for Action/Adventure/Fighting games. Research implications are discussed.