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Affective value of game items: a mood management and selective exposure approach

Joonheui Bae (School of Management, Kyungpook National University, Daegu, The Republic of Korea)
Sang Jin Kim (Department of Business Administration, Changwon National University, Changwon, The Republic of Korea)
Kyung Hoon Kim (Department of Business Administration, Changwon National University, Changwon, The Republic of Korea)
Dong-Mo Koo (School of Management, Kyungpook National University, Daegu, The Republic of Korea)

Internet Research

ISSN: 1066-2243

Article publication date: 28 January 2019

Issue publication date: 9 April 2019

Abstract

Purpose

The purpose of this paper is to investigate the relationship between game items and mood management to show the affective value of game items. Specifically, the study examines the impact of interaction between two negative mood states (stress vs boredom) and types of game items (functional vs decorative) on the purchasing intention of game items.

Design/methodology/approach

Two experiments were conducted to predict the outcomes of using game items.

Findings

Game users effectively manage their level of arousal and mood valence using game items. The selective exposure theory provides additional understanding of different purchasing behaviors, suggesting that stressed users are more likely to purchase decorative items while bored users purchase functional items to manage their mood.

Research limitations/implications

The study results show the affective role of game items in mood management. While previous studies focused on the cognitive and functional aspects of purchasing game items, this study extends the value of game items as augmented products.

Practical implications

When launching new games, companies should provide game users free game items for mood management. In addition, to increase intervention potential and behavioral affinity, marketers need to develop and launch more game item types.

Originality/value

This study extends the understanding of affective value of game items by applying mood management and selective exposure theories to explain the purchase intention of game items.

Keywords

Acknowledgements

This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (MOE) (NRF-2017S1A2A2041810).

Citation

Bae, J., Kim, S.J., Kim, K.H. and Koo, D.-M. (2019), "Affective value of game items: a mood management and selective exposure approach", Internet Research, Vol. 29 No. 2, pp. 315-328. https://doi.org/10.1108/INTR-12-2017-0477

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited