On the post-acceptance of mobile movie-themed games

The study examines the effects of experiential marketing on post-acceptance of mobile movie game.Five experiential motives-thematic attractiveness, enjoyment, flow, act, and relate are highlighted in the MMG contexts.Loyalty to movie games can be determined by players' flow, act, and relate.Movie-watching intention is mainly derived from thematic attractiveness, enjoyment, act, and relate.Gender differences are found in some theoretical relationships. This research proposes a post-acceptance model of mobile movie-themed games (MMGs) from the perspective of experiential marketing with five experiential elements of MMGs: thematic attractiveness, perceived enjoyment, flow, act, and relate. The online survey method with structural equation modeling was used to empirically examine the proposed model. A total of 388 valid questionnaires from actual MMG users were collected. The potential gender differences were also investigated. The results present three theoretical contributions: (1) loyalty to movie games can be determined by flow, act, and relate; (2) movie-watching intention can be predicted by thematic attractiveness, perceived enjoyment, act, and relate; and (3) gender differences have been found in some theoretical relationships. Further managerial implications are discussed.

[1]  Jashen Chen,et al.  An examination of the effects of virtual experiential marketing on online customer intentions and loyalty , 2011 .

[2]  Lan-Ying Huang,et al.  Predicting online game loyalty based on need gratification and experiential motives , 2011, Internet Res..

[3]  Pennie Frow,et al.  Towards the ‘perfect’ customer experience , 2007 .

[4]  Jinwoo Kim,et al.  Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents , 2004, Cyberpsychology Behav. Soc. Netw..

[5]  Chun-Hua Hsiao,et al.  Exploring the Effect of Experiential Marketing on Movie-Watching Intention -- The Example of Mobile Movie Theme Games , 2015, 2015 48th Hawaii International Conference on System Sciences.

[6]  S. Wolfson,et al.  The effects of sound and colour on responses to a computer game , 2000, Interact. Comput..

[7]  Donna L. Hoffman,et al.  Flow Online: Lessons Learned and Future Prospects , 2009 .

[8]  A. Fiore,et al.  Measuring Experience Economy Concepts: Tourism Applications , 2007 .

[9]  Donna L. Hoffman,et al.  Measuring the Customer Experience in Online Environments: A Structural Modeling Approach , 2000 .

[10]  J. H. Gilmore,et al.  Welcome to the experience economy. , 1998, Harvard business review.

[11]  Chin-Lung Hsu,et al.  Why do people play on-line games? An extended TAM with social influences and flow experience , 2004, Inf. Manag..

[12]  G. Noci,et al.  How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer , 2007 .

[13]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[14]  De Liu,et al.  The Effects of Trust and Enjoyment on Intention to Play Online Games , 2007 .

[15]  Jamie Carlson,et al.  Examining the effects of website-induced flow in professional sporting team websites , 2010, Internet Res..

[16]  Bernd H. Schmitt,et al.  Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? , 2009 .

[17]  Heejin Lee,et al.  What makes people experience flow? Social characteristics of online games , 2005, Int. J. Adv. Media Commun..

[18]  Jyh-Jian Sheu,et al.  Segmenting online game customers - The perspective of experiential marketing , 2009, Expert Syst. Appl..

[19]  D. C. Mathur,et al.  Naturalistic philosophies of experience : studies in James, Dewey and Farber against the background of Husserl's phenomenology , 1972 .

[20]  Terence A. Oliva,et al.  Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games , 1984 .

[21]  C. Su.  The role of service innovation and customer experience in ethnic restaurants , 2011 .

[22]  Eunil Park,et al.  Determinants of player acceptance of mobile social network games: An application of extended technology acceptance model , 2014, Telematics Informatics.

[23]  Imsook Ha,et al.  Determinants of adoption of mobile games under mobile broadband wireless access environment , 2007, Inf. Manag..

[24]  Alain Yee-Loong Chong,et al.  Modeling the stimulators of the behavioral intention to use mobile entertainment: Does gender really matter? , 2013, Comput. Hum. Behav..

[25]  K. C. Ling,et al.  Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry , 2012 .

[26]  P. Chang,et al.  Building consumer–brand relationship: A cross‐cultural experiential view , 2006 .

[27]  K. Perreault,et al.  Research Design: Qualitative, Quantitative, and Mixed Methods Approaches , 2011 .

[28]  Laurette Dubé,et al.  The content and structure of laypeople's concept of pleasure , 2003, Cognition & emotion.

[29]  R. Bagozzi,et al.  An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors , 2002 .

[30]  Morgan Jennings,et al.  Theory and models for creating engaging and immersive ecommerce Websites , 2000, SIGCPR '00.

[31]  I. Ajzen.  The theory of planned behavior , 1991 .

[32]  Jen-Her Wu,et al.  Falling in love with online games: The uses and gratifications perspective , 2010, Comput. Hum. Behav..

[33]  Dong-Mo Koo,et al.  The moderating role of locus of control on the links between experiential motives and intention to play online games , 2009, Comput. Hum. Behav..

[34]  Jian Zhang,et al.  Experiential Values for Casino Hotels in Macao , 2009 .

[35]  Nicole Fruehauf.  Flow The Psychology Of Optimal Experience , 2016 .

[36]  J. Kivela,et al.  Attributes that influence the evaluation of travel dining experience: When East meets West , 2011 .

[37]  Chia-Chen Chen,et al.  What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty , 2016, Electron. Commer. Res. Appl..

[38]  E. Hirschman,et al.  The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun , 1982 .

[39]  G. Zaltman.  How Customers Think: Essential Insights into the Mind of the Market , 2003 .

[40]  Kun Chang Lee,et al.  Exploring the value of purchasing online game items , 2011, Comput. Hum. Behav..

[41]  Nona Tollefson,et al.  Response bias in college freshmen's responses to mail surveys , 1987 .

[42]  Hao-Erl Yang,et al.  An empirical analysis of online game service satisfaction and loyalty , 2009, Expert Syst. Appl..

[43]  Cheng-Chieh Hsiao,et al.  The effects of a player's network centrality on resource accessibility, game enjoyment, and continuance intention: A study on online gaming communities , 2012, Electron. Commer. Res. Appl..

[44]  Kai-Yu Tang,et al.  Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives , 2016, Telematics Informatics.

[45]  Michel Laroche,et al.  Improving customer website involvement through experiential marketing , 2014 .

[46]  Moez Limayem,et al.  How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance , 2007, MIS Q..

[47]  Bernd H. Schmitt.  Experience Marketing: Concepts, Frameworks and Consumer Insights , 2011 .

[48]  Chin-Laung Lei,et al.  How sensitive are online gamers to network quality? , 2006, CACM.

[49]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[50]  Hans van der Heijden,et al.  Factors influencing the usage of websites: the case of a generic portal in The Netherlands , 2003, Inf. Manag..

[51]  G. Day.  A Two-Dimensional Concept of Brand Loyalty , 1976 .

[52]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[53]  Jane Webster,et al.  Enhancing the Design of Web Navigation Systems: The Influence of User Disorientation on Engagement and Performance , 2006, MIS Q..

[54]  Wynne W. Chin.  The partial least squares approach for structural equation modeling. , 1998 .