Preview

Consumer behavior in online game communities

Powerful Essays
Open Document
Open Document
7376 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Consumer behavior in online game communities
Computers in
Human Behavior
Computers in Human Behavior 23 (2007) 1642–1659 www.elsevier.com/locate/comphumbeh Consumer behavior in online game communities:
A motivational factor perspective
Chin-Lung Hsu

a,*

, Hsi-Peng Lu

b

a

b

Department of Information Management, Da-Yeh University, 112 Shan-Jiau Road, Da-Tsuen,
Changhua, Taiwan, ROC
Department of Information Management, National Taiwan University of Science and Technology,
Taipei, Taiwan, ROC
Available online 8 November 2005

Abstract
The concept of online communities has been used to improve customersÕ loyalty in recent years.
While studies on transaction community such as online auction have received more attention in the literature, entertainment community such as online game has seldom been addressed. This study applies the theory of reasoned action (TRA) and modifies the technology acceptance model
(TAM) to propose a research model. An empirical study involving 356 subjects was conducted to test this model. The results indicate that customer loyalty is influenced by perceived enjoyment, social norms and preference. Perceived cohesion has an indirect impact on loyalty. In addition, the findingÕs practical implication suggests that community managers must overcome the problems users encounter, including suffering from an unstable system, malicious players and grief players.
Ó 2005 Elsevier Ltd. All rights reserved.
Keywords: Online games; Community; Loyalty; TRA; TAM

1. Introduction
Online communities have been one of the strategies employed to increase customersÕ loyalty recently. Many e-commerce companies launch communities as a business model
*

Corresponding author. Tel.: +886 4 8511888x3139; fax: +886 4 851 1500.
E-mail address: alung@mail.dyu.edu.tw (C.-L. Hsu).

0747-5632/$ - see front matter Ó 2005 Elsevier Ltd. All rights reserved. doi:10.1016/j.chb.2005.09.001 C.-L. Hsu, H.-P. Lu / Computers in Human Behavior 23 (2007) 1642–1659

1643

in



References: Al-Gahtani, S. S., & King, M. (1999). Attitudes, satisfaction and usage: factors contributing to each in the acceptance of information technology Agarwal, R., & Prasad, J. (1999). Are individual differences germane to the acceptance of new information technologies? Decision Sciences, 30(2), 361–391. Armstrong, A., & Hagel, J. III, (1996). The real value of online communities. Harvard Business Review, MayJune, 134–141. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94. C.-L. Hsu, H.-P. Lu / Computers in Human Behavior 23 (2007) 1642–1659 1657 Bajaj, A., & Nidumolu, S. R. (1998). A feedback model to understand information system usage. Information and Management, 33(4), 213–224. Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103–137. Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures Carron, A. V., & Brawley, L. R. (2000). Cohesion. Small Group Research, 31, 89–106. Chau, P. Y. K., & Hu, H. P. (2002). Investigating healthcare professionalsÕ decisions to accept telemedicine technology: an empirical test of competing theories Choi, D., & Kim, J. (2004). Why people continue to play online games: in search of critical design factors to increase customer loyalty to online contents Chin, W. W., & Gopal, A. (1995). Adoption intention in GSS: relative importance of beliefs. The Data Base for Advances in Information Systems, 26(2&3), 42–63. David, O. S., Jonathan, L. F., & Letitia, A. P. (1986). Social psychology. Los Angels: University of California. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace Deci, E. L., & Ryan, R. M. (1987). Accessibility and stability of predictors in the theory of planned behaviour. Dermatis, H., Salke, M., Galanter, M., & Bunt, G. (2001). The role of social cohesion among residents in a therapeutic community DFC Intelligence (2004). Available from: http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3316. Dick, A. S., & Basu, K. (1994). Customer loyalty: an integrated conceptual framework. Journal of Academy of Marketing Science, 22(2), 99–113. Dishaw, M. T., & Strong, D. M. (1999). Extending the technology acceptance model with task-technology fit constructs Doll, W. J., Hendrickson, A., & Deng, X. (1998). Using DavisÕs perceived usefulness and ease-of-use instruments for decision making: a confirmatory and multigroup invariance Analysis Evans, C. R., & Dion, K. L. (1991). Group cohesion and performance: a meta-analysis. Small Group Research, 22(2), 203–216. Evans, N. J., & Jarvis, P. A. (1980). Group cohesion: a review and reevaluation. Small Group Behavior, 11, 359–370. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Fornell, C. R. (1982). A second generation of multivariate analysis methods (Vols. I and II). New York: Praeger Special Studies. Fornell, C. R., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error Gefen, D. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51–90. Gefen, D., & Straub, D. W. (1997). Gender differences in the perception and use of e-mail: an extension to the technology acceptance model Goodman, P. S., Ravlin, E., & Schminke, M. (1987). Understanding groups in organizations. Research Organization Behaviour, 9, 121–173. Hagel, J., III, & Armstrong, G. A. (1997). Net gain: expanding markets through virtual communities. Boston, MA: Harvard Business School Press. Hayduck, L. A. (1987). Structural equation modeling with LISREL. Baltimore, MD: Johns Hopkings University Press. Hsu, C. L., & Lu, H. P. (2004). Why do people play online games? An extended TAM with social influences and flow experience Hogg, M. A. (1992). The social psychology of group cohesiveness: from attraction to social identity. New York: New York University Press. Hu, P. J., Chau, P. K. Y., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology Hunton, J. E., Arnold, V., & Gibson, D. (2001). Collective user participation: a catalyst for group cohesion and perceived respect Igbaria, M., Schiffman, S. J., & Wieckowshi, T. S. (1994). The respective roles of perceived usefulness and perceived fun in the acceptance of microcomputer technology Igbaria, M., Parasuraman, S., & Baroudi, J. (1996). A motivational model of microcomputer usage. Journal of Management Information Systems, 13(1), 127–143. Joreskog, K. G., & Sorbom, D. (1996). LISREL 8: UsersÕ reference guide. Chicago: Scientific Software International. Kardaras, D., Karakostas, B., & Papathanassiou, E. (2003). The potential of virtual communities in the insurance industry in the UK and Greece Kaasinen, E. (2005). User acceptance of location-aware mobile guides based on seven field studies. Behaviour and Information Technology, 24(1), 37–49. Klein, H. J., & Mulvey, P. W. (1995). Two investigations of the relationships among group goals, goal commitment, cohesion, and performance Kwon, O. B., Kim, C.-R., & Lee, E. J. (2002). Impact of website information design factors on consumer ratings of web-based auction sites Laka, C. (1996). Relational development in computer-supported groups. MIS Quarterly. Lee, G. G., & Pai, J.-C. (2003). Effects of organizational context and inter-group behavior on the success of strategic information systems planning: an empirical study Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model Liaw, S.-S., & Huang, H.-H. (2003). An investigation of user attitude toward search engines as an information retrieval tool

You May Also Find These Documents Helpful

  • Better Essays

    Mgmt3721 Negotiation Skill

    • 1670 Words
    • 7 Pages

    Zetik, D.C., Stuhlmacher, A.F., (2002). Goal Setting and Negotiation Performance: A Meta-Analysis. Group Processes & Intergroup Relations. 5 (1), pp35-52.…

    • 1670 Words
    • 7 Pages
    Better Essays
  • Better Essays

    Ratzburg, Wilf H.. (n.d.). Group Cohesiveness. In Organizational Behavior. Retrieved September 13, 2009, from http://www.geocities.com/athens/forum/1650/htmlgroups18.html.…

    • 1704 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    * Theories/models from the chapter 9 – Group cohesiveness, group effectiveness, cooperative group rewards, motivation in groups…

    • 280 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Davis, Fred D. A Technology Acceptance Model for Empirically Testing New End-User, Information System: Theory and Results", Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Mass., 1986.…

    • 1291 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    De Souza Dias, D (1998). Manager’s motivation for using information technology. Industrial Management & Data Systems, 98(7), 338-342.…

    • 1655 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Group Decision Making Report

    • 2584 Words
    • 11 Pages

    Johnson, DW., Skon,L.,& Johnson, R.(1980). The effects of cooperative, competitive and individualistic goal structures in student achievement in different types of tasks. American Educational Research Journal, 17,83-93.…

    • 2584 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Generic Organization

    • 1994 Words
    • 8 Pages

    A group is a well structured organization with different individuals that has different characteristics and diversity these groups can be formal or informal. In my research I have found that retail stores such as Wal-Mart and Kmart has organizational structure. Group task satisfaction describes the group-level counterpart to individual job satisfaction and represents the group’s shared attitude toward its task and work environment. Places such as Wal-Mart demonstrate these skills to make their organization. The prevalence of groups and teams in the workplace (Beyerlein, Johnson, & Beyerlein, 1995; Devine, Clayton, Philips, Dunford, & Melner, 1999) makes it important to understand their effects on group members. In this paper I will identify an industry and organization type, explain four problems that could impact groups productivity, develop and describes logical and appropriate recommendations for each of the four problems provided and its recommendation, wide training, and the conclusion.…

    • 1994 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    To understand Organizational Behavior and Management, we must study three different levels. The first is the individual level, because every individual has its own unique perception of the world and what surrounds him. Individuals behave following how they interpret this and their environment. Each individual is different from the next one, because of its personality and characteristics. However, it’s possible to organize them by categorizing their perceptions. Categories such as Appearance, Social behavior and Status are often considered. Individual’s motivations must be analyzed to understand the next level : the Group.…

    • 1754 Words
    • 8 Pages
    Good Essays
  • Powerful Essays

    Leadership

    • 17951 Words
    • 72 Pages

    Group & Organization Management 36(2) 223–270 © The Author(s) 2011 Reprints and permission: http://www. sagepub.com/journalsPermissions.nav DOI: 10.1177/1059601111401017 http://gom.sagepub.com…

    • 17951 Words
    • 72 Pages
    Powerful Essays
  • Powerful Essays

    6. E. Weldon and L. R. Weingart, (1993) “Group Goals and Group Performance,” British Journal of Social Psychology, pp. 307-334.…

    • 3753 Words
    • 16 Pages
    Powerful Essays
  • Good Essays

    Chin, W.W., 1998. The partial least squares approach for structural equation modelling. In: A.M. George, ed. Modern methods for business research. Mahwah, NJ: Lawrence Erlbaum Associates, 295–336. Cotteman, W.W. and Senn, J.A., 1992. Challenges and strategies for research in systems development. Chichester: Wiley. Davis, F.D., Bagozzi, R.P., and Warshaw, P.R., 1989. User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35, 982– 1003. DeLone, W.H. and McLean, E.R., 1992. Information systems success: the quest for the dependent variable. Information Systems Research, 3, 60–95. DeLone, W.H. and McLean, E.R., 2003. The DeLone and McLean model of information systems success: a tenyear update. Journal of Management Information Systems, 19, 9–30. DeLone, W.H. and McLean, E.R., 2004. Measuring ecommerce success: applying the DeLone & McLean information systems success model. International Journal of Electronic Commerce, 9, 31–47. Ein-Dor, P. and Segev, E., 1978. Organizational context and the success of management information systems. Management Science, 24, 1064–1077. Engel, J.F., Blackwell, R.D., and Miniard, P.W., 1990. Consumer behaviour. Orlando: Dryden Press. Fazio, R., et al., 1982. Attitude accessibility, attitudebehavior consistency, and the strength of the objectevaluation association. Journal of Experimental Social Psychology, 18, 339–357. Feinberg, R.A. and Kadam, R., 2002. E-CRM web service attributes as determinants of customer satisfaction with retail web sites. International Journal of Service Industry Management, 13, 432–451. Feinberg, R.A., et al., 2002. The state of electronic customer relationship management in retailing. International Journal of Retail and Distribution Management, 30, 470–481. Festinger, L., 1957. A theory of cognitive dissonance.…

    • 10829 Words
    • 44 Pages
    Good Essays
  • Better Essays

    Robbins, S. & Judge, T. (2009). Organizational behavior (13th ed.). Upper Saddle River, NJ: Prentice Hall. Retrieved September 29, 2011, from University of Phoenix, MGT307—Organizational Behavior and Group Dynamics.…

    • 823 Words
    • 4 Pages
    Better Essays
  • Powerful Essays

    According to Robbins, Judge, Odendaal and Roodt (2009:7), Organizational behavior is a field of study that investigates the impact that individuals, groups, and structure have on behavior within organizations. It says in (Human Behavior: 2009) human behavior is more complex; their diversity can limit the ability to develop simple, accurate, and sweeping generalizations. In organizational behavior, most of our generalizations are stated in a form of contingency. For example, we know that money motivates people under some conditions, but not all. Similarly, change is more effective if people affected participate in the change process-but not always. From the above finding it can be seen that these individuals that make the different groups to form an organization react differently under same conditions due to different personalities, environments that they were brought under, beliefs, attitudes etc. Most of these factors will be looked at and be assessed to find a feasible conclusion that could add value in an organization. The below factors will be tackled in this study.…

    • 5782 Words
    • 24 Pages
    Powerful Essays
  • Powerful Essays

    Elearning Readiness Proposal

    • 8836 Words
    • 36 Pages

    Venkatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies, Management Science, 46(2), 186-204.…

    • 8836 Words
    • 36 Pages
    Powerful Essays
  • Powerful Essays

    The Technology Acceptance Model (TAM) is considered the most influential and commonly employed theory for describing an individual’s acceptance of information systems. During the past 23 years, the information systems community has considered TAM a parsimonious and powerful theory (Venkatesh and Davis, 2000). Further supporting the notion of TAM’s popularity, Venkatesh and Bala [2008] found that the first two TAM articles, by Davis [1989] and Davis et al. [1989] received 424 journal citations in the Social Science Citation Index (SSCI) by the beginning of 2000 and 698 journal citations by 2003. TAM has been applied to different technologies (e.g. word processors, workstations, WWW, telemedicine) under different situations (e.g. time, culture, geographies) and has undergone a series of empirical, statistical and meta-analysis. Currently, researchers in the IS field consider TAM one of the information systems fields’ own theories, and still put much effort into ongoing research using the theory.…

    • 1116 Words
    • 5 Pages
    Powerful Essays