Perceived control and gender difference on the relationship between trialability and intent to play new online games

• Perceived trialability directly influence on intent to play new MMOGs.
• Perceived control as mediator of the relationship between trialability–intention.
• Perceived trialability indirectly (through perceived control)influence on intention.
• Gender difference as a moderator of the relationship between trialability–intention.
• Women respond more positively than do men to the effects of trialability on intention.

With the growing number of online game players and the increasing of new online games development, it is imperative for marketers to develop a better understanding of players’ new game adoption decisions. This study examines perceived control as a mediator of trialability-product adoption relationship, and gender difference as a moderator of the relationship between trialability-product adoptions. A field survey was conducted to test the hypotheses of the study. Respondents were graduate students from Taiwan universities. A total of 411 undergraduate students with massively multiplayer online gaming (MMOGs) experience participated in this study. The structural equation model (SEM) method was employed to analyze the data. The findings indicate that perceived product trialability has a direct influence on intent to play new games, and indirect effects through perceived process control. Gender differences also moderate the trialability effects on the adoption of new online games. Perceived trialability had more of an effect on intention to play new online games for female players than for male players. To develop an effective product development and communication strategy, the finding suggests that online game firms should focus on new product characteristics and consider consumer gender differences.