IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v70y2023ics0969698922002211.html
   My bibliography  Save this article

Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?

Author

Listed:
  • Hussain, Ali
  • Abid, Muhammad Farrukh
  • Shamim, Amjad
  • Ting, Ding Hooi
  • Toha, Md Abu

Abstract

The games as a service model have enabled game developers to reach worldwide audiences and regard games as services rather than products, opening up new avenues to establish value propositions. Freemium–premium gaming models of value co-creation have been studied in the past. Fostering the conversion of free users to premium subscribers and retaining those premium users are critical objectives for premium service providers. It is critical to effectively enable value co-creation through appropriate value propositions when the logic shifts from products to services such as depicted in the service-dominant logic. Since value propositions are the cornerstone of value, they must include insights about the customer's preferences, capabilities, and expectations, which can be gathered through the customer's value co-creation activities. Furthermore, little is known about the value realization that is assessed after using premium gaming services. The current study, which builds on the conceptual foundations of S-D logic, intends to investigate the gaming players' in-game co-creation experiences in the premium gaming setting through value co-creation activities. The model was tested using structural equation modeling (SEM)-based partial least based on survey data collected from 346 online gamers who used in-game premium services. The findings indicate that superior functionality, competition, sociability, personalization, and self-indulgence all have a substantial impact on players' desire to co-create with gaming service providers. Furthermore, the data revealed a significant outcome of value realization, which is appraised based on the premium gaming players' co-creation experience aspects. The findings of study 1 were further validated through qualitative intuitions to ensure the robustness of the valuable key insights, which confirms that different premium gaming motivations are necessary to enhance the value co-creation ties and gamer's overall co-creation experience positively. To improve premium players' co-creation experiences, online game service providers should route co-creation media into premium gaming settings.

Suggested Citation

  • Hussain, Ali & Abid, Muhammad Farrukh & Shamim, Amjad & Ting, Ding Hooi & Toha, Md Abu, 2023. "Videogames-as-a-service: How does in-game value co-creation enhance premium gaming co-creation experience for players?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002211
    DOI: 10.1016/j.jretconser.2022.103128
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922002211
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103128?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    3. Heydari, Ali & Laroche, Michel & Paulin, Michèle & Richard, Marie-Odile, 2021. "Hofstede's individual-level indulgence dimension: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Kivetz, Ran & Simonson, Itamar, 2002. "Self-Control for the Righteous: Toward a Theory of Precommitment to Indulgence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 199-217, September.
    5. Lehtonen, Miikka J. & Vesa, Mikko & Harviainen, J. Tuomas, 2022. "Games-as-a-Disservice: Emergent value co-destruction in platform business models," Journal of Business Research, Elsevier, vol. 141(C), pages 564-574.
    6. Matthias Handrich & Sven Heidenreich, 2013. "The Willingness Of A Customer To Co-Create Innovative, Technology-Based Services: Conceptualisation And Measurement," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 17(04), pages 1-36.
    7. Chou, En-Yi & Lin, Cheng-Yu & Huang, Heng-Chiang, 2016. "Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities," International Journal of Information Management, Elsevier, vol. 36(1), pages 60-72.
    8. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    9. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    10. Zixuan Meng & Lin Hao & Yong Tan, 2021. "Freemium Pricing in Digital Games with Virtual Currency," Information Systems Research, INFORMS, vol. 32(2), pages 481-496, June.
    11. Yi-Wen Chen, 2020. "Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention," IJERPH, MDPI, vol. 17(22), pages 1-14, November.
    12. Muhammad Mazhar & Ding Hooi Ting & Amir Zaib Abbasi & Muhammad Aamir Nadeem & Haider Ali Abbasi, 2022. "Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2072186-207, December.
    13. Rebecca Pera & Giampaolo Viglia, 2015. "Turning ideas into products: subjective well-being in co-creation," The Service Industries Journal, Taylor & Francis Journals, vol. 35(7-8), pages 388-402, May.
    14. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    15. Mäntymäki, Matti & Salo, Jari, 2015. "Why do teens spend real money in virtual worlds? A consumption values and developmental psychology perspective on virtual consumption," International Journal of Information Management, Elsevier, vol. 35(1), pages 124-134.
    16. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    17. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    18. Chris Horbel & Bastian Popp & Herbert Woratschek & Bradley Wilson, 2016. "How context shapes value co-creation: spectator experience of sport events," The Service Industries Journal, Taylor & Francis Journals, vol. 36(11-12), pages 510-531, September.
    19. Nawel Ayadi & Magali Giraud & Christine Gonzalez, 2013. "An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales," Post-Print halshs-00801296, HAL.
    20. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    21. Berna Tari Kasnakoglu, 2016. "Antecedents and consequences of co-creation in credence-based service contexts," The Service Industries Journal, Taylor & Francis Journals, vol. 36(1-2), pages 1-20, January.
    22. Ayadi, Nawel & Giraud, Magali & Gonzalez, Christine, 2013. "An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 272-281.
    23. Hamari, Juho & Hanner, Nicolai & Koivisto, Jonna, 2017. "Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games," International Journal of Information Management, Elsevier, vol. 37(1), pages 1449-1459.
    24. Khalilzadeh, Jalayer & Tasci, Asli D.A., 2017. "Large sample size, significance level, and the effect size: Solutions to perils of using big data for academic research," Tourism Management, Elsevier, vol. 62(C), pages 89-96.
    25. Hamari, Juho & Hanner, Nicolai & Koivisto, Jonna, 2020. ""Why pay premium in freemium services?" A study on perceived value, continued use and purchase intentions in free-to-play games," International Journal of Information Management, Elsevier, vol. 51(C).
    26. Badrinarayanan, Vishag A. & Sierra, Jeremy J. & Martin, Kinnon M., 2015. "A dual identification framework of online multiplayer video games: The case of massively multiplayer online role playing games (MMORPGs)," Journal of Business Research, Elsevier, vol. 68(5), pages 1045-1052.
    27. Brown, James R., 2020. "The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives," Journal of Business Research, Elsevier, vol. 107(C), pages 233-244.
    28. Fatima, Johra Kayeser & Di Mascio, Rita & Sharma, Piyush, 2020. "Demystifying the impact of self-indulgence and self-control on customer-employee rapport and customer happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    2. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    3. Francesco Polese & Luca Carrubbo & Francesco Caputo & Debora Sarno, 2018. "Managing Healthcare Service Ecosystems: Abstracting a Sustainability-Based View from Hospitalization at Home (HaH) Practices," Sustainability, MDPI, vol. 10(11), pages 1-15, October.
    4. Amendola, Carlo & Calabrese, Mario & Caputo, Francesco & Fabrizio, D’Ascenzo, 2018. "Fashion companies and customer satisfaction: A relation mediated by Information and Communication Technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 251-257.
    5. Pinna, Roberta & De Simone, Silvia & Cicotto, Gianfranco & Malik, Ashish, 2020. "Beyond organisational support: Exploring the supportive role of co-workers and supervisors in a multi-actor service ecosystem," Journal of Business Research, Elsevier, vol. 121(C), pages 524-534.
    6. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    7. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    8. Schulz, Thomas & Zimmermann, Sina & Böhm, Markus & Gewald, Heiko & Krcmar, Helmut, 2021. "Value co-creation and co-destruction in service ecosystems: The case of the Reach Now app," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    9. Haoyu Liu & Kim Hua Tan & Ajay Kumar & Sanjay Kumar Singh & Leanne Chung, 2022. "Value Co-creation in Sports Live Streaming Platforms : A Microfoundations Perspective," Post-Print hal-04325652, HAL.
    10. Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.
    11. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    12. Montserrat Díaz-Méndez & Mario R. Paredes & Michael Saren, 2019. "Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education," Sustainability, MDPI, vol. 11(19), pages 1-14, September.
    13. Mele, Cristina & Russo Spena, Tiziana & Kaartemo, Valtteri & Marzullo, Maria Luisa, 2021. "Smart nudging: How cognitive technologies enable choice architectures for value co-creation," Journal of Business Research, Elsevier, vol. 129(C), pages 949-960.
    14. Miguel Ángel Moliner‐Tena & Diego Monferrer‐Tirado & Marta Estrada‐Guillén & Lidia Vidal‐Meliá, 2023. "Sustainable service ecosystems from the transformative value perspective: A study in tourism destinations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 342-357, January.
    15. Daniela Rupo & Mirko Perano & Giovanna Centorrino & Alfonso Vargas-Sanchez, 2018. "A Framework Based on Sustainability, Open Innovation, and Value Cocreation Paradigms—A Case in an Italian Maritime Cluster," Sustainability, MDPI, vol. 10(3), pages 1-28, March.
    16. Francesco Polese & Antonio Botti & Mara Grimaldi & Antonella Monda & Massimiliano Vesci, 2018. "Social Innovation in Smart Tourism Ecosystems: How Technology and Institutions Shape Sustainable Value Co-Creation," Sustainability, MDPI, vol. 10(1), pages 1-24, January.
    17. Jörg Finsterwalder & Alastair G. Tombs, 2021. "Infusing tribal reciprocity into service research: towards an integrated and dynamic view of repayment, retaliation and restorative justice for regenerative service ecosystem wellbeing," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 563-586, December.
    18. Simon Michalke & Lisa Lohrenz & Christoph Lattemann & Susanne Robra-Bissantz, 2022. "Exploring engagement, well-being, and welfare on engagement platforms: Insight into the personal service sector from the DACH region," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2429-2444, December.
    19. Hörger, Christian & Ward, Philippa, 2023. "Coordination mechanisms and the role of taskscape in value co-creation: The British ‘milkman’," Journal of Business Research, Elsevier, vol. 162(C).
    20. Thomas Schulz & Markus Böhm & Heiko Gewald & Helmut Krcmar, 2021. "Smart mobility – an analysis of potential customers’ preference structures," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 105-124, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002211. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.