Abstract

The level of consumer engagement in video game-playing is influenced by

different factors, which can be analyzed from different perspectives. The main
purpose of the paper is to investigate the effect of consumer motivation to play
games on video game-playing engagement. Consumer motivation to play
games is analyzed as a two dimensional construct consisting of intrinsic and
extrinsic motivation in the paper. It is reasoned that consumer motivation can
be considered as an antecedent of consumer engagement in video game-
playing. Consumer engagement is defined as a social, interactive behavior
which is formed by continuous involving processes. Consumer game-playing
engagement is recognized as a construct which reflects task-oriented
consumer behavior in the game environment. It is characterized by three
dimensions – cognitive, emotional and behavioral. Results of the research
reveal relations between consumer intrinsic, extrinsic and experiential
motivation and different dimensions of game-playing engagement in the case
of a particular game type. Results of the study could be valuable for different
stakeholders from game designers to those who are interested in gamification
decisions for purposes of learning or consumer and company value co-
creation, etc.

Keywords
Consumer motivation
Engagement
Game-playing
http://www.sciencedirect.com/science/article/pii/S2212567115008801
Jurate Banyte. Author links open the author workspace.Agne GadeikieneOpens the author
workspace 2015