Exploring player behavior and motivations to continue playing Pokémon GO

Ezlika Ghazali (Department of Marketing, Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)
Dilip S. Mutum (Business School, University of Nottingham, Semenyih, Malaysia)
Mei-Yuen Woon (Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur, Malaysia)

Information Technology & People

ISSN: 0959-3845

Publication date: 3 June 2019

Abstract

Purpose

The purpose of this paper is to identify the determinants of players’ continuance intentions to play Pokémon GO (PG) and ultimately make in-app purchases, mainly from the perspectives of psychological, social and gaming motivational factors.

Design/methodology/approach

The research model was empirically assessed based on 362 validated responses from current players of PG in Malaysia. Analysis was carried out using the partial least squares path modeling method.

Findings

The results indicated that enjoyment, network externalities, community involvement and the need-to-collect significantly influence players’ continuance intention. Furthermore, the findings reveal that flow and nostalgia have indirect effects on players’ continuance intention, which in turn significantly influences their purchase intention.

Originality/value

This study provides empirical support for an integrated model for understanding the antecedents of the players’ behavioral intentions that incorporates psychological, social and gaming motivational factors in the context of an augmented reality mobile game.

Keywords

Citation

Ghazali, E., Mutum, D. and Woon, M. (2019), "Exploring player behavior and motivations to continue playing Pokémon GO", Information Technology & People, Vol. 32 No. 3, pp. 646-667. https://doi.org/10.1108/ITP-07-2017-0216

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Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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