The role of player innovativeness in adopting new online games: bidimensional and hierarchical perspectives Online publication date: Thu, 16-Jul-2015
by Edward Shih-Tse Wang
International Journal of Technology Marketing (IJTMKT), Vol. 10, No. 3, 2015
Abstract: Consumer innovativeness affects how consumers evaluate new products; however, the effect of global and domain-specific innovativeness on willingness to play a new online game remains unclear. Therefore, this study investigated the effect of openness to experience (global innovativeness) and variety-seeking behaviour in online gaming (domain-specific innovativeness) on intention to play new online games by applying bidimensional and hierarchical perspectives. In this study, 418 undergraduate students with online gaming experience were surveyed and the response data were analysed using a structural equation modelling technique. The findings indicate that global innovativeness directly influences intention to play new online games, although the relationship is mediated by domain-specific innovativeness. Thus, online game firms can effectively attract new online game players by considering their openness to experience and variety-seeking behaviour as market segmentation variables.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook