Le joueur social et connecté: une perspective d’analyse par la théorie de l’engagement comportemental

Lydie Belaud (), Sandrine Heitz-Spahn () and Hélène Yildiz ()
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Lydie Belaud: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Sandrine Heitz-Spahn: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Hélène Yildiz: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: The social and connected gamer: an analysis by the behavioral commitment theory Although the market for the social and community games is growing quickly, these games have been little stu- died in marketing. The purpose of this article is to clarify the concept of social games and community games and to explain the process leading to the purchase of virtual objects, their main source of income. The analysis of individual interviews and a focus group conducted with gamers demonstrates that both the social game and the community game can be explained by the behavioral commitment theory (Kiesler, 1971) and the purchase of virtual objects is the result of the commitment process of the gamer. This article provides managers with solutions in order to promote the purchase of virtual objects.

Keywords: energy saving; electric consumption.; consumption value; consumption control; deconsumerism; jeu social; jeu communautaire; objet virtuel; engagement comportemental. (search for similar items in EconPapers)
Date: 2017-01-23
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Published in Décisions Marketing, 2017, 84, pp.77-94. ⟨10.7193/DM.084.77.94⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308605

DOI: 10.7193/DM.084.77.94

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