Incentivizing mobile-online games with electronic cash services
Proceedings : 2010 Ninth International Conference on Mobile Business/2010 Ninth Global Mobility Roundtable
The Institute of Electrical and Electronics Engineers, Inc. (IEEE)
consumer psychologies, intrinsic motivation, electronic cash, mobile games, user studies
This research investigates factors influencing the willingness to pay for and consume mobile-online gaming services given varying levels of availability and usage of electronic cash technology. A sample of 9299 cases was surveyed and collected in Hong Kong comparing the influence of electronic cash availability on the willingness to pay for and consume mobile-online gaming services controlling for gender, age and education level. Our research found that electronic cash technology had almost no influence on men’s’ game usage while for women, the availability of electronic cash was a significant enabler of online game usage, and that age affected the degree of influence — electronic cash technology use among children and adolescents had almost no influence on game usage, but was influential in motivating more game usage in older gamers. Differences in educational level also impacted the effect of electronic cash availability on game usage, with those at the extremes, gamers with a primary only, or post-graduate education responding that electronic cash had almost no influence on their game usage, while gamers with secondary or college education tended to have electronic cash usage profiles closer to the average across all users.
Copyright © 2010 by The Institute of Electrical and Electronics Engineers, Inc. Access to external full text or publisher's version may require subscription.
ISBN of the source publication: 9781424474233
See-To, E. W. K., & Westland, J. C. (2010). Incentivizing mobile-online games with electronic cash services. In Proceedings: 2010 Ninth International Conference on Mobile Business/2010 Ninth Global Mobility Roundtable (pp. 379-386). Piscataway, NJ: IEEE. doi: 10.1109/ICMB-GMR.2010.36