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Consumer engagement in value co-creation within virtual video game communities

Afi Fouad El () and Ouiddad Smail ()
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Afi Fouad El: Hassan first University of Settat,ENCG, LRMMC, Morocco
Ouiddad Smail: Hassan first University of Settat,ENCG, LRMMC, Morocco

Management & Marketing, 2021, vol. 16, issue 4, 370-386

Abstract: With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

Keywords: Consumer engagement; Value co-creation; Motivations; Loyalty; Virtual communities; Video games (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:16:y:2021:i:4:p:370-386:n:3

DOI: 10.2478/mmcks-2021-0022

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