Leveraging the co-evolution of offline and online video games: an empirical study

Ozuem, Wilson ORCID: 0000-0002-0337-1419, Borrelli, Michael and Lancaster, Geoff (2016) Leveraging the co-evolution of offline and online video games: an empirical study. Journal of Strategic Marketing, 25 (1). pp. 75-97. doi:10.1080/0965254X.2015.1076883

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Considerable research has been carried out on online shopping and the implications of this purchasing format for consumers and retailers. Most of these studies have focused on consumer attitudes towards online shopping, and how these can be useful predictors of online shopping adoption. Notwithstanding these insights from adoption theory, existing research has yet to distil the most effective means of understanding consumers’ attitudes towards online video game purchases. Based on a qualitative study, our study contributes to literature on adoption theory by presenting some explanations involving online video games purchases by identifying salient perceptions of online and offline motivations and advances ideas on the facilitating role of incentives in making purchase decisions.

Item Type: Article
Article Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 2nd Jan 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2015.1076883
Uncontrolled Keywords: Video games, consumer attitudes, on- and offline motivation, retailers, transaction
Subjects: G Geography. Anthropology. Recreation > GV1199 Games and amusements > GV1469 Computer games. Video games. Fantasy games
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 18 Apr 2017 08:50
Last Modified: 01 Aug 2023 11:34
URI: https://eprints.glos.ac.uk/id/eprint/4339

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