Analysing consumer behaviour in the VR game industry using behavioural economics : case study : VRKiwi (Cave Digger 1, Cave Digger 2)
Jeon, Jinyoung (2024-06-06)
J. Jeon
06.06.2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202406064256
https://urn.fi/URN:NBN:fi:oulu-202406064256
Tiivistelmä
In the recent decade, the rapid expansion of public interest and market size of Virtual Reality (VR) technology has presented both challenges and opportunities in understanding consumer behaviour. Although numerous research regarding the psychological impact of VR was researched and published, research focusing on detailed consumer behaviour within the VR game using behavioural economics was not. This thesis analysed the factors influencing the purchase behavioural intention of VR game consumers, specifically in the United States from all people aged 10 to 50.
A proposed theoretical model was successfully developed and tested merging different theoretical frameworks such as the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), Flow Theory, Prospect Theory, and Behavioural Economics to suit the needs of the research purpose better. The theoretical framework contains key factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, facilitating conditions, price value, risk perception, preferred genre, flow, sustained engagement, and usage behaviour. A mixed-methods research approach was used in this thesis with the results of 10 individual qualitative interviews and a quantitative survey of 199 people.
Cronbach's Alpha was used for the reliability of the data. Exploratory Factor Analysis (EFA), average variance extracted (AVE), and Fornell-Larcker Criterion were used for the validity. Partial Least Square Structural Equation Modelling (PLS-SEM) was used for analysis. After the data clean-up and analysis, it was discovered that factors such as effort expectancy, performance expectancy, and social influence, are significant determinants of users' intention to engage with VR games. However, facilitating conditions could not get an accurate conclusion due to the low path coefficient. Finally, the implications and some recommendations for future actions for the case company VRKiwi based on the data have been suggested.
A proposed theoretical model was successfully developed and tested merging different theoretical frameworks such as the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), Flow Theory, Prospect Theory, and Behavioural Economics to suit the needs of the research purpose better. The theoretical framework contains key factors such as performance expectancy, effort expectancy, social influence, hedonic motivation, facilitating conditions, price value, risk perception, preferred genre, flow, sustained engagement, and usage behaviour. A mixed-methods research approach was used in this thesis with the results of 10 individual qualitative interviews and a quantitative survey of 199 people.
Cronbach's Alpha was used for the reliability of the data. Exploratory Factor Analysis (EFA), average variance extracted (AVE), and Fornell-Larcker Criterion were used for the validity. Partial Least Square Structural Equation Modelling (PLS-SEM) was used for analysis. After the data clean-up and analysis, it was discovered that factors such as effort expectancy, performance expectancy, and social influence, are significant determinants of users' intention to engage with VR games. However, facilitating conditions could not get an accurate conclusion due to the low path coefficient. Finally, the implications and some recommendations for future actions for the case company VRKiwi based on the data have been suggested.
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