Using the playful consumption experience model to uncover behavioral intention to play Multiplayer Online Battle Arena (MOBA) games
Data Technologies and Applications
ISSN: 2514-9288
Article publication date: 21 September 2021
Issue publication date: 15 March 2022
Abstract
Purpose
Playing video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle Arena (MOBA) games. The purpose of this research is to investigate the factors that lead to the consumption of MOBA games. Three factors, imaginal, emotional and sensory experiences, are investigated through an integration of the hedonic consumption model, Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT).
Design/methodology/approach
The study analyses a sample of 292 MOBA game players using the PLS-SEM model. The study comprises two stages; in the first stage, an estimation model was used to test the constructs' quality and legitimacy. In the second stage, we assessed the theoretical model to test the relationship between the principle constructs.
Findings
The study found that factors related to emotional experiences, namely enjoyment, emotional involvement, and arousal, led to greater intention to play MOBA games. Similarly, two factors related to imaginal experiences, escapism and role projection, also positively impacted while fantasy carried a negative impact. The study also found that sensory experiences had a significant positive impact on the intention to play MOBA games. Lastly, a positive correlation was also found between the intention to use and usage behavior in MOBA games.
Originality/value
This study contributes to the theoretical understanding of the playful-consumption experiences of pleasure-oriented information systems (I.S.) that is MOBA games that derive behavioral intention to play MOBA games, which in turn determines the usage behavior of MOBA players. The study also incorporates the uses and gratification theory to uncover the needs and experiences that trigger MOBA games' behavioral intention and its further impact on gamers' usage behavior. The study also presents useful insights for game developers and other relevant stakeholders in game development.
Keywords
Acknowledgements
Compliance with ethical standards
Availability of data and material: The dataset that has been used in this study will be made available from the corresponding author on reasonable request.
Ethical approval: All procedures performed in studies involving human participants were conducted in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.
Informed consent: Informed consent was obtained from all participants in the study.
Conflict of interest: On behalf of all co-authors, the corresponding author declares that there is no conflict of interest.
Citation
Abbasi, A.Z., Rehman, U., Fayyaz, M.S., Ting, D.H., Shah, M.U. and Fatima, R. (2022), "Using the playful consumption experience model to uncover behavioral intention to play Multiplayer Online Battle Arena (MOBA) games", Data Technologies and Applications, Vol. 56 No. 2, pp. 223-246. https://doi.org/10.1108/DTA-02-2021-0055
Publisher
:Emerald Publishing Limited
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