RT info:eu-repo/semantics/article
T1 The effect of use, overuse, and appeal of mobile game app on add-ons purchases and players recruitment
A1 Camarero Izquierdo, María Carmen
A1 San José Cabezudo, Rebeca
A1 Jiménez Torres, Nadia Huitzilin
A1 San Martín Gutiérrez, Sonia
K1 Addiction
K1 Experimential value
K1 Mobile games
K1 Prestige
K1 Procedural justice
K1 Use
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Marketing móvil
K1 Marketing mobile
AB Even though the mobile games industry has grown substantially over the last few years, one permanent challenge which remains is to monetize it and to continue reaching new players. Current players contribute to this aim by purchasing mobile game accessories and by recruiting players. The current work analyses how the present use of the game and its appeal contribute to these behaviors. Results with information obtained from a sample of app gamers show that using a game app can have positive effects on recruitment, a notion reinforced when the level of performance rises, while overuse of the game app may lead to a feeling of addiction or shame that reduces new player recruitment. In addition, the game's perceived appeal (experiential value, procedural justice, and prestige) are also related with investing in new products and with recruitment.
PB IGI Global
SN 1546-2234
YR 2021
FD 2021-04
LK http://hdl.handle.net/10259/9695
UL http://hdl.handle.net/10259/9695
LA eng
NO This work was supported by the Junta de Castilla y León (Spain) [project references VA112P17 and VA085G18] and by the Ministry of Economy, Industry, and Competitiveness (Spain) [project reference ECO2017-86628-P].
DS Repositorio Institucional de la Universidad de Burgos
RD 04-dic-2024