The Influence of Attractive Game Characters on Gaming Purchases: A Grounded Theory and Ordinal Logistic Regression Study_

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題名：	The Influence of Attractive Game Characters on Gaming Purchases: A Grounded Theory and Ordinal Logistic Regression Study
書刊名：	International Journal of Digital Media Design
作者：	Charlotte Mae Sia Efren／Chung-Ho Su／Charlotte Mae Sia Efren／Chung-Ho Su
出版日期：	2019
卷期：	11:2
頁次：	頁1-16
主題關鍵詞：	Attractiveness；Game characters；Gaming purchases；Gamer behavior；Player perspective
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:2 點閱:1

Game characters are the forefront of video games - they serve as the models that help sell the product. They are often designed to be attractive, both physically and psychologically. Being attractive has been heavily evidenced to have advantages; this significance led to investigate the influence of attractive game characters on players' gaming purchases. All participants in this research are Filipino game players. Both from a snowball sample, in-depth interviews were conducted to 11 highly experienced players, and 38 experienced players answered online questionnaires. The players described and identified their subjective views, ideas, and opinions on factors that they consider attractive and the effect it has on their gaming purchases. The gathered data has gone through the stages of Grounded Theory (GT), which helped in the creation of the quantitative survey. From an initial snowball sample, 200 survey responses were used after a simple random sampling. Ordinal Logistic Regression (OLR) was conducted to the data sample to investigate the association between the attractiveness factors and the players' reported purchase behaviors. Results showed that attractive game characters influence the gaming purchases and behavior of the players. Descriptive analysis showed high agreeability from the players, while the regression analysis identified predictor variables that influenced the effects. Thus, attractive game characters truly influence the gaming purchases and spending behavior of players.

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