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

Research output: Contribution to journalArticle

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
StateEarly online - 30 Mar 2018

Documents

  • COXj_2018_cright_JCB_A duration model analysis of consumer preferences and determinants of video game consumption

    Rights statement: This is the peer reviewed version of the following article: Daniel Kaimann et al. 'A duration model of analysis of consumer preferences and determinants of video game consumption,' Journal of Consumer Behaviour: An International Research Review, 17: 3, May/June 2018, 290-301, which has been published in final form at https://doi.org/10.1002/cb.1711. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.

    Accepted author manuscript (Post-print), 382 KB, PDF-document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 30/03/20

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