Relationship between Peer Influence and Gamer’s Satisfaction in Purchasing Virtual Items for Online Mobile Games: Mediating Role of Hedonic Value
Kin Man Chow *
Caritas Institute of Higher Education, 2 Chui Ling Lane, Tseung Kwan O, N.T., Hong Kong.
*Author to whom correspondence should be addressed.
Abstract
Gaming has long been an interest of studies in the behaviour of youngsters. In particular, game players are spending increasing amount of expenses in purchasing gaming related items. Why mobile game players would purchase virtual items for their games? The aim of this study is to examine the mediating effect of hedonic value to the relationship between peer influence and gamer’s satisfaction. Anonymous questionnaire was used to collect data through a survey website. A total of 126 valid responses were collected in the survey. Data collected were first analysed using confirmatory factor analysis, and the conceptual framework was then examined by using the structural equation modelling. Results revealed that there exists a mediating effect of hedonic value on the relationship between peer influence and gamer’s satisfaction. They provide valuable insights to game developers and marketers on how to enhance gamer’s satisfaction by peer influence through enhancement of hedonic value.
Keywords: Mobile game, hedonic value, peer influence, virtual items, mediating role, gamer’s satisfaction.