Leveraging the co-evolution of offline and online video games: an empirical study |
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| Authors: | Wilson Ozuem Michael Borrelli |
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| Affiliation: | 1. Business, University of East London, London, UK;2. Sucden Financial Limited, London, UK |
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| Abstract: | 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. |
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| Keywords: | Video games consumer attitudes on- and offline motivation retailers transaction |
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