Rezaei S, Ghodsi S S. Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games ( MMORPGs)[J]. Computers in Human Behavior, 2014, 35( 2):252-266.
1.1. Online game and MMORPGs
Technology and specifically internet advancement has changed the behavior of businesses in creating value for their target customers. With the rapid development of computer hardware and software, the first commercial digital game appeared on the market in 1971, although it did not achieve wide acceptance, as computers were seen as primarily tools for work ( Chang et al., 2012). As the computers and online games market grew rapidly many people especially children and youth spend critical amounts of time playing online games ( Boyle, Connolly, amp; Hainey, 2011; Gonzaacute;lez-Gonzaacute;lez, Toledo-Delgado, Collazos-Ordontilde;ez, amp; Gonzaacute;lez-Saacute;nchez, 2014; van Reijmersda , Jansz, Peters, amp; van Noort, 2013). In addition, studies shows that the number of adults playing one of the most recent and popular types of video games called MMORPGs has grown exponentially in recent years ( Billieux et al., 2013). The Internet based network games used a website as a customerrsquo;s interface and mostly are played on several computers in different methods simultaneously. Online games refer to lsquo;lsquo;games that are played over the Internet using PCs and game consolesrsquo;rsquo; ( Papagiannidis, Bourlakis, amp; Li, 2008, p. 611) and are one sort and a category of entertainment which is oriented based on information technology adoption ( Hsu amp; Lu, 2004). Computer and online gaming can be a sort of creative activity in which many games warrant a special type of concentration as well as a type of interaction in which the gamer helps to create various narratives by directly affecting the plot ( Kim, Kim, Shim, Im, amp; on, 2013) and considered as a lsquo;lsquo;multimillion-pound businessrsquo;rsquo; and there is a growing interest in using games as a vehicle for teaching and learning, interaction with computers permeates our lives both at work and play ( Tony et al., 2009).
The initial usage of MMORPG goes back to the 1970s. Online multiplayer gaming approach started, when people played games called lsquo;lsquo;Multi User Dungeons ( MUDs)rsquo;rsquo; on the Advanced Research Projects Agency Network ( ARPANET) back in the mid-1970s ( Daniel amp; Daniel, 2012, chap. 41). MMORPGs attract a growing number of participants as MMORPGs permit individual users to interact with each other concurrently within a science fiction world full of genre-based fantasy ( Ang et al., 2007; Lan-Ying amp; Ying-Jiun, 2011) and currently this industry is growing rapidly ( Daniel amp; Dan-iel, 2012, chap. 41; Hou et al., 2011; Lo amp; Wen, 2010). MMORPGs are known lsquo;lsquo;where multiple geographically users interact with each other in real timersquo;rsquo; ( Ang et al., 2007) in which they are interested to play online game within a competition. Barnes and Pressey ( 2013) and Papagiannidis et al. ( 2008) refer to MMORPGs as Second Life in which lsquo;lsquo;users can be whoever they want to be and do whatever they want to without many of the various constraints of the physical worldrsquo;rsquo; such as World of Warcraft, Lineage, Sociolotron, and EverQuest. Although, Shelton ( 2010) discuss that Second Life is different from other MMORPGs because users in Second Life do not play. Moreover, MMORPGs is lsquo;lsquo;special kind of online game which allows hundreds or thousands of geographically distributed players to simultaneously play games on the internetrsquo;rsquo; ( Zhong, 2011, p. 2353) and are a type of computer games featured by a very large number of players interacting with each other in a determined online gamersquo;rsquo; ( Merrick, Isaacs, Barlow, amp; Gu, 2013). It mainly brings mass online players into a single game play. MMORPGs are modern games that offer a persistent 3D virtual world to support thousands of players to playing together on the Internet or PCs ( Lo amp; Wen, 2010). Thus, MMORPGs brought a significant role in online consumerrsquo;s interactions within game industries.
2. Literature review and hypotheses development
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2.1. Consumerrsquo;s behavioral intention
There are several approach and elements of consumerrsquo;s behavioral intention proposed by literature in different discipline. Zeithaml, Berry, and Parasuraman ( 1996) distinct dimensions of behavioral intention including loyalty to company, propensity to switch, willingness to pay more, external and internal response to problem. Gruen, Osmonbekov, and Czaplewski ( 2006) measured loyalty intention by RI and WOM. Sirohi, McLaughlin, and Wittink ( 1998) measured store loyalty intentions by intent to continue shopping, intent to increase purchases and intent to recommend the store. This study constructs behavioral intention of MMORPGs by RI, WOM and WTP.
2.1.1. Repurchase intention ( RI)
RI has been distinct as a component of customerrsquo;s behavioral intention ( Oliver amp; Berger, 1979; Rezaei amp; Amin, 2013) and is the- oretically designated a consequence of perceived value ( Tsai, 2005) which a few study conducted into purchase behavior in virtual world context ( Guo amp; Barnes, 2011). lsquo;lsquo;Repeat purchase intention refers to the subjective probability that a customer will continue to purchase a product from the same online sellerrsquo;rsquo; ( Chiu, Wang, Fang, amp; Huang, 2014, p.89). RI defined ( Hellier, Geursen, Carr, amp; Rickard, 2003, p. 1764) lsquo;lsquo;as the individualrsquo;s judgments about buying again a designated service from the same company, taking into account his or her current situation and likely circumstancesrsquo;rsquo; while lsquo;lsquo;re-patronage intentions reflect the likelihood that a customer will shop at a retail store againrsquo;rsquo; ( Jones, Reynolds, amp; Arnold, 2006, p.976) and lsquo;lsquo;is an apparent motivational state of consumers to repeat a buying behavior of a branded productrsquo;rsquo; ( Tsai, 2005, p. 282). Many literatures cl
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