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Modelling Consumer Entertainment Choice: Key Attributes and Differences by Segment

Prugsamatz, Sunita, Lowe, Ben, Alpert, Frank (2010) Modelling Consumer Entertainment Choice: Key Attributes and Differences by Segment. Journal of Consumer Behaviour, 9 (5). pp. 381-392. ISSN 1472-0817. (doi:10.1002/cb.325) (KAR id:24406)

Language: English
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From virtually nowhere 20 years ago to sales of US$9.5 billion in 2007, the video game industry has now overtaken movie industry box-office receipts in terms of annual sales, and blockbuster video games can out perform blockbuster movies for opening-week sales. This dramatic growth is likely to continue in coming years. Yet there has been little scholarly attention to consumers within the industry. This research fills this gap by providing a comprehensive study of consumer behaviour in the gaming industry, using the Theory of Planned Behaviour (TPB); a widely used, robust and reliable consumer research instrument. The study elicits key salient attributes for the major constructs in the TPB model – attitude, subjective norm, and perceived behavioural control – and shows how these key constructs affect purchase intention. To avoid aggregation error in analysing overall market data, this study segments the market and examines differences in perspective by gamer type. We therefore examine differences in these key salient attributes by gamer type to understand consumer motivations better.

As the first systematic study to examine consumer behaviour issues in the gaming industry, this study provides useful insights to consumers' behaviour in a large, growing industry. Consumer perceptions and behaviour toward entertainment software is complex and this study is not the final word, but it is the first available empirical evidence and can thus move forward the discussion from speculation to replication, extension, and alternative approaches. For managers in this industry, this study demonstrates how a comprehensive model can be applied to entertainment software

Item Type: Article
DOI/Identification number: 10.1002/cb.325
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Benjamin Lowe
Date Deposited: 19 May 2010 14:05 UTC
Last Modified: 30 Jan 2020 04:03 UTC
Resource URI: (The current URI for this page, for reference purposes)
Lowe, Ben:
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