Understanding player behavior in online games: The role of gender

- This study developed a theoretical model based on social cognitive theory.
- Exploring the gender differences in the context of online games
- The proposed research model is evaluated using structural equation modeling.
- The results help marketers design online games to enhance users' intention to play.

The factors that influence the adoption of online gaming are a major topic of concern for academic researchers, online games marketers, and developers alike. By integrating a motivational perspective into the social cognitive theory (SCT), the research model in this study captures both internal (self-efficacy) and external (social influence) factors when explaining and predicting gamers' outcome expectations, trust, and intention to play online games. Moreover, this study investigates the moderating role of gender in attaining a better understanding of the relationship between behavioral intention and its antecedents. This study finds that self-efficacy, social influence, trust, and utilitarian and hedonic outcome expectations significantly influence players' intentions to play online games. This study also presents that gender moderates the relationship between personal cognitive factors (i.e. self-efficacy, utilitarian and hedonic outcome expectations, and trust) and behavioral intentions, and between environmental influence (i.e. social influence) and behavioral intentions. The findings herein are able to help online game marketers and developers to better develop online games in order to enhance gamers' intentions to play.