Factors Determining Pok�mon Go Addiction in Malaysia

Siti Aminah Abd Wahab1 ()
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Siti Aminah Abd Wahab1: "Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), International Islamic University Malaysia (IIUM), Malaysia." Author-2-Name: Nur Hafifah Jamalludin Author-2-Workplace-Name: "Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), International Islamic University Malaysia (IIUM), Malaysia." Author-3-Name: Saodah Wok Author-3-Workplace-Name: "Kulliyyah of Islamic Revealed Knowledge and Human Sciences (KIRKHS), International Islamic University Malaysia (IIUM), Malaysia."

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Abstract: "Objective � This study focuses on factors determining Pok�mon Go addiction behaviour among players in Malaysia. Using the Personal Construct Theory (PCT), the relationship between perception of Pok�mon Go players and their addiction behaviour toward the game is examined. The objectives of this study are (1) to identify the levels of perception and addiction behaviour of the Pok�mon Go players in Malaysia; (2) to determine the relationship between perception and addiction behaviour of the Pok�mon Go players; and (3) to investigate the moderating effects of age, gender and ethnicity on the relationship between perception and addiction behaviour of the Pok�mon Go players. Methodology/Technique � The study employs the quantitative research design. The data are collected from 270 respondents using a self-administered questionnaire. Findings � The results show that even though the addiction behaviour of Pok�mon Go players is low, the perception of Pok�mon Go players towards the game is positive. Therefore, both addiction behaviour and perception are positively related. Age and gender are found to be moderate in the relationship between perception and addiction behaviour. With these results, the assumptions of PCT hold true. Novelty � The present study examines the relationship between perception of Pok�mon Go players and their addiction behaviour toward the game. This research can provide insights regarding mobile gaming having similar features as the Pok�mon Go"

Keywords: "Gender; Malaysia; Mobile Games; Perception on Pok�mon Go; Personal Construct Theory. " (search for similar items in EconPapers)
JEL-codes: D11 L82 L86 (search for similar items in EconPapers)
Pages: 6
Date: 2017-04-18
New Economics Papers: this item is included in nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 2, Issue 2

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