Understanding consumer innovativeness via theory of goal directed behavior: an investigation of factors affecting adoption of online games

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2015
Baybaş, Gülnur
This study aims to analyze the factors behind adoption of online games, using a theoretical foundation based mostly on the theory of goal-directed behavior and diffusion of innovations model. Factors affecting the adoption behavior are determined on the basis of the goal directed behavior theory, and differences between adopter categories of online game buyers are investigated by applying Rogers’ diffusion of innovations (DOI) theory. Online survey was conducted to reach target group by using social media and forums. 308 online game players from different environments participated to the survey. Hypotheses were identified according to the objectives of the study and theoretical framework. The results demonstrate the importance of anticipated emotions and triability for the adoption of online games. Players expect to have positive impression and experiences with the new online game. In addition, online gamers want to be sure that new online game is worth purchasing and playing. This study aims to contribute to both the relevant theoretical knowledge regarding consumer innovativeness and the strategic approaches of online game marketers.

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Citation Formats
G. Baybaş, “Understanding consumer innovativeness via theory of goal directed behavior: an investigation of factors affecting adoption of online games,” M.S. - Master of Science, Middle East Technical University, 2015.