{"title":"Role of engagement in online gaming: a study of generation Z customers","authors":"S. Jasrotia, M. K. Kamila, S. Chib, H. Mishra","doi":"10.1080/14626268.2022.2033272","DOIUrl":null,"url":null,"abstract":"ABSTRACT Online gaming has become a recent leisure time activity in India, especially among the younger generation. Hence, more and more youngsters, specifically Generation Z are engaged in this virtual gaming world. In response to this scenario, our paper analyzes the role of generation Z customers’ engagement in increasing online game sales. We found that satisfaction from the game, game personalization, and social interaction increases customer engagement, thereby increasing the sale of online games. A research model was developed, and the results were tested using 266 valid questionnaires. The results from the conceptual model testing suggests that the construct of engagement is significant in influencing the purchase decisions of Generation Z customers.","PeriodicalId":54180,"journal":{"name":"DIGITAL CREATIVITY","volume":"33 1","pages":"64 - 76"},"PeriodicalIF":1.3000,"publicationDate":"2022-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"DIGITAL CREATIVITY","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/14626268.2022.2033272","RegionNum":4,"RegionCategory":"艺术学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"ART","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACT Online gaming has become a recent leisure time activity in India, especially among the younger generation. Hence, more and more youngsters, specifically Generation Z are engaged in this virtual gaming world. In response to this scenario, our paper analyzes the role of generation Z customers’ engagement in increasing online game sales. We found that satisfaction from the game, game personalization, and social interaction increases customer engagement, thereby increasing the sale of online games. A research model was developed, and the results were tested using 266 valid questionnaires. The results from the conceptual model testing suggests that the construct of engagement is significant in influencing the purchase decisions of Generation Z customers.
期刊介绍：
Digital Creativity is a major peer-reviewed journal at the intersection of the creative arts, design and digital technologies. It publishes articles of interest to those involved in the practical task and theoretical aspects of making or using digital media in creative disciplines. These include but are not limited to visual arts, interaction design, physical computing and making, computational materials, textile and fashion design, filmmaking and animation, game design, music, dance, drama, architecture and urban design. The following list, while not exhaustive, indicates a range of topics that fall within the scope of the journal: * New insights through the use of digital media in the creative process * The relationships between practice, research and technology * The design and making of digital artefacts and environments * Interaction relationships between digital media and audience / public * Everyday experience with digital design and artwork * Aspects of digital media and storytelling * Theoretical concepts
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