A duration model analysis of consumer preferences and determinants of video game consumption

Daniel Kaimann, Nadja Stroh-Maraun, Joe Cox

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    Abstract

    Despite the enormous revenues generated by the video game industry in recent years, relatively little research has been undertaken into consumer preferences and the determinants of video game consumption. This study addresses this deficiency through the analysis of data from a popular online video game that includes historic behavioural information for 1,408 consumers participating in 728,811 unique rounds of gameplay. We analyse these data with the goal of estimating determinants of the aggregate amount of time that a consumer spends playing the game. Through the estimation of duration models, we show that less experienced consumers are less likely to continue playing the game at any given point, possibly due to having mastered the game and becoming bored. However, we also find that consumers tend to play the game for longer periods when using a wider range of character roles and vehicles, implying that a consumer’s interest can be maintained through exposure to greater variety. Our results represent the first such evidence on in-game consumer preferences, which has important implications for video game consumption through optimisation of gameplay experiences to satisfy these preferences.
    Original languageEnglish
    Pages (from-to)290-301
    Number of pages12
    JournalJournal of Consumer Behaviour
    Volume17
    Issue number3
    Early online date30 Mar 2018
    DOIs
    Publication statusEarly online - 30 Mar 2018

    Keywords

    • preferences
    • video game industry
    • duration model

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