Mediating Effect of Attitude on Awareness toward the Addiction Behaviour of Pok�mon Go Players in Malaysia

Eliza Ezzauddin Hussein ()
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Eliza Ezzauddin Hussein: International Islamic University, Malaysia Author-2-Name: Tan Jian Shiang Author-2-Workplace-Name: International Islamic University, Malaysia Author-3-Name: Ayan Isse Wehelie Author-3-Workplace-Name: International Islamic University, Malaysia

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Abstract: "Objective � This study looks at the addiction behaviour of Pok�mon Go players in Malaysia. Its purpose is to identify the addiction behaviour of Pok�mon Go players in terms of their awareness and attitude. Using the Theory of Planned Behaviour (TPB), the objectives of the study are (1) to identify the level of awareness, attitude and addiction behaviour of Pok�mon Go players in Malaysia; (2) to determine the relationships among addiction behaviour, awareness, and attitude of Pok�mon Go players; and (3) to investigate the mediating effect of attitude on awareness toward the addiction behaviour of Pok�mon Go players. Methodology � This study employs the quantitative research design using a self-administered survey questionnaire for data collection. A total of 270 respondents are identified from selected places in the Klang Valley. Findings � The study finds that the addiction behaviour of Pok�mon Go players are significantly related to awareness and attitude. In addition, attitude partially mediates the relationship between awareness and addiction behaviour on Pok�mon Go players. Novelty � The level of Pok�mon Go addiction behaviour is low. Therefore, it posits that the addiction behaviour of Pok�mon Go is neither chronic nor a threatening phenomenon in Malaysia. "

Keywords: "Gaming attitude; Malaysia; Pok�mon Go addiction behaviour; Pok�mon Go awareness; Theory of Planned Behaviour." (search for similar items in EconPapers)
JEL-codes: D11 L82 L86 (search for similar items in EconPapers)
Pages: 6
Date: 2017-05-14
New Economics Papers: this item is included in nep-sea
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Published in Journal of Management and Marketing Review, Volume 2, Issue 2

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