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Hedonic consumption experience in videogaming: A multidimensional perspective

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  • Hollebeek, Linda D.
  • Abbasi, Amir Zaib
  • Schultz, Carsten D.
  • Ting, Ding Hooi
  • Sigurdsson, Valdimar

Abstract

Prior research primarily considers consumers' hedonic gaming experience, defined as an individual's level of pleasure, emotional gratification, and enjoyment from playing a videogame, from a unidimensional perspective. However, given the growing range of technology-enabled, hedonic game-related (e.g., aesthetic, competition, or social) elements, we argue that this one-dimensional view is rapidly becoming dated. Correspondingly, we propose a broadened multi-dimensional perspective of videogamers' hedonic experience, as informed by hedonic consumption theory and the theory of planned behavior. Using a sample of 294 gamers, our results confirm the existence of gamers' multi (i.e., seven)-dimensional hedonic consumption experience comprising escapism, fantasy, role-projection, emotional involvement, enjoyment, arousal, and sensory experience. We also find that gamers' emotional involvement, enjoyment, arousal, and sensory experience, in particular, drive their attitude formation toward a videogame, in turn impacting users' videogaming intent and behavior. We conclude by discussing implications that arise from our research.

Suggested Citation

  • Hollebeek, Linda D. & Abbasi, Amir Zaib & Schultz, Carsten D. & Ting, Ding Hooi & Sigurdsson, Valdimar, 2022. "Hedonic consumption experience in videogaming: A multidimensional perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004586
    DOI: 10.1016/j.jretconser.2021.102892
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