The Effect of Consumer Motivation to Play Games on Video Game-playing Engagement

The level of consumer engagement in video game-playing is influenced by different factors, which can be analyzed from different perspectives. The main purpose of the paper is to investigate the effect of consumer motivation to play games on video game-playing engagement. Consumer motivation to play games is analyzed as a two dimensional construct consisting of intrinsic and extrinsic motivation in the paper. It is reasoned that consumer motivation can be considered as an antecedent of consumer engagement in video game-playing. Consumer engagement is defined as a social, interactive behavior which is formed by continuous involving processes. Consumer game-playing engagement is recognized as a construct which reflects task-oriented consumer behavior in the game environment. It is characterized by three dimensions – cognitive, emotional and behavioral. Results of the research reveal relations between consumer intrinsic, extrinsic and experiential motivation and different dimensions of game-playing engagement in the case of a particular game type. Results of the study could be valuable for different stakeholders from game designers to those who are interested in gamification decisions for purposes of learning or consumer and company value co-creation, etc.