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It is assumed that consumers consume games to experience hedonic and utilitarian value. However, there is no conceptual model or empirical evidence that supports this hypothesis in the game context or clarifies whether these consumption values have dual mediated or individual effects. Therefore, the purpose of this research is to model the relationship between hedonic and utilitarian consumption and game purchase and usage.

This research question is answered through two studies. In Study One, qualitative interviews with 18 gamers were implemented to explore the relationship between hedonic and utilitarian consumption and, game purchase and usage behaviour. In Study Two, we surveyed 493 consumers and conducted confirmatory factor analysis and structural equation modelling across four game types to model this relationship.

The paper concludes that hedonic rather than utilitarian consumption positively impacts purchase and usage. Support was also found for the utilitarian‐hedonic dual mediation model (UHDM). Therefore, utilitarian consumption has an indirect causal effect on game purchase or usage through hedonic consumption.

Game development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of hedonic consumption. Attention could be focused on perceived enjoyment, self‐concept, self‐congruity and self‐efficacy as the primary drivers of use and purchase. Practical solutions should also be developed to develop the UHDM effect.

This is the first paper in the game context to explore and model the relationship between hedonic, utilitarian consumption and the UHDM effect on game purchase and usage. This paper is also unique because it provides results across four game groups: all games (ALL), Sports/Simulation/Driving (SSD), Role Playing Game/Massively Multiplayer Online Role‐Playing Game Strategy (RPG), and Action/Adventure/Fighting (AAF).

The purpose of this paper is to empirically examine the factors that influence the acceptance and use of mobile casual games.

A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities (NEs) paradigm and the human–computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares method.

The results indicate that human–mobile game interaction and NEs have a significant indirect impact on intention to play (IP), through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and IP, which is a very important determinant of actual use.

This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human–game interaction and NEs on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.

The purpose of this paper is to explore in depth the special context and unique life experience of the online role-playing game and to provide insights regarding an interpretation of the situational context model.

This study uses netnography, online interviews, and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combines online and offline studies to achieve more consistency in the data collection, analysis, and other processes. In-person participation in observations makes the research more realistic. The combination of these qualitative methods is helpful in achieving a more comprehensive and accurate research process.

The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insight of the situational context model was developed.

This study only focussed on office workers and students in online role-playing game. Therefore, the samples should be extended to other massively multiplayer online games, including different nationalities and professions for comparative analysis and related studies. Through the expansion of the sample size, a representative and stable cyber model can be established.

The theoretical contribution of this study is to establish an interpretation of the situational context model and eight related propositions. The study revealed the mystery of female online role-playing games.

This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model.

An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used.

The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants.

This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.

Recent years have witnessed the development of a variety of rating systems but the authors have little knowledge about their impact on users’ perceptions of information quality, cognitive decision effort, and enjoyment. The purpose of this paper is to understand the potential cognitive fit underlining the relationship between rating systems types (i.e. five-star, binary-visual, and binary-textual) and tasks (i.e. purchase-decision and browsing tasks) in the context of shopping websites.

A total of 191 subjects were obtained. This study conducted an experiment with a 2×3 between-subject factorial design. The first dimension is a task that has two conditions (purchasing vs browsing). The second dimension is a type of rating system that has three different types (binary-textual, binary-visual, and five-star).

The results show that the cognitive fit may occur when individuals use a five-star rating system to help them make a purchasing decision and when they use a binary-visual rating system while browsing. This fit might increase perceived information quality while decrease cognitive decision efforts, and in turn raise intention to adopt the systems. Moreover, five-star rating systems can make users feel more fun and enjoyment than binary-textual and visual rating systems, regardless of task type.

This study focuses on three main rating systems that are popular on shopping websites. Nevertheless, few other rating systems exist in the market such as unitary or ten-star rating systems. Further studies can consider other types of rating systems and address, in addition to representation, the issue of information granularity (i.e. unitary, binary, five-star, and ten-star rating systems).

The results of this study could provide design principles for web designers in determining which rating systems best match the websites they are developing. If the websites or specific webpages are more utilitarian oriented (hedonic oriented), five-star rating systems (binary-visual rating systems) are more appropriate.

This study contributes to the rating system literature by examining the cognitive fit underlining the relationship between rating systems types and tasks. Importantly, this study extends cognitive fit theory by considering affective responses, that is, perceived enjoyment and intention to continue to use.

Despite the growing number of cashierless stores, few studies have examined the factors that influence the success of such stores. This paper aims to identify the influence of store attributes in customers’ affective attitudes regarding cashierless stores and to understand how customers’ need for interaction and risk reduction affect the relationship between customer experiences and evaluation.

Quantitative research is conducted using a partial least squares structural equation model. Data was collected from 174 customers with cashierless store experience.

The results identify the influence of hedonic and utilitarian characteristics on affective attitudes and the impact of attitudes on behavioral intentions. Also, multigroup analysis reveals that hedonic features are stronger indicators of customer attitudes among those with a low need for interaction, whereas utilitarian attributes are more important among customers with a low need for risk reduction. Customers’ affective attitudes are stronger influences on behavioral intentions among members of customer groups with a low need for both interaction and risk reduction.

To add to the limited research in customers’ experience with unstaffed stores, this study provides useful insights to achieve sustainable growth in the retailing context. Managerial considerations suggest that operators of cashierless stores should design store environments to guarantee customers’ purchasing and recommendation intentions.

Advergames, or integrated brand messages within digital games, have received considerable attention from researchers and practitioners. Despite increased use of advergames as a brand promotion strategy by a range of well-known brands, limited understanding exists about a number of issues related to the effective use of such games. This paper aims to critically review the literature on advergames by performing a detailed analysis of existing research in this area and propose an organizing framework. Based on this framework, the authors discuss key issues with current understanding and propose important questions for future research.

This literature review follows Webster and Watson’s (2002) concept-driven systematic review methodology elaborating on the key antecedents and consequences identified in advergame studies (what we know: current knowledge), followed by the discussion of key factors that should be investigated as antecedents and consequences (literature gaps).

This paper presents a review and synthesis of advergame studies based on Terlutter and Capella’s (2013) integrated marketing communication framework. It identifies game, individual and social factors and suggests how these factors could affect a consumer’s brand-related cognitive, attitudinal and behavioral responses. The authors further propose an advergame framework that identifies two different “unit of analysis” (antecedents and consequences of game factors and antecedents and consequences of individual and social factors), which can be used by scholars to center their research efforts in a more detailed fashion.

Research questions posed in this literature review indicate that future research in the area of advergames should focus on investigating the effects of various game, individual and social factors on consumers’ cognitive, affective and behavioral responses.

The advergame framework provided here provides firms with a guide to the factors that may affect their consumers’ cognitive, affective and behavioral responses and helps them in developing effective advergames.

The paper provides a comprehensive review of the advergame literature that has not been done before and develops a general advergame framework that can be applied in all contexts and will guide future studies in the area. Overall, the study helps the researchers to identify critical issues and concepts related to advergames and shapes future research in the field.

The purpose of this paper is to explore technology acceptance and use behavior of IS innovations by entrepreneurs. To measure the perception of IS innovations by entrepreneurs the authors review unified theory of acceptance and use of technology and the entrepreneurial potential model, empirically compare the two models, develop a new model that integrates elements from the two models, and then empirically validate the new model (technology adoption decision and use (TADU)) in a technology acceptance context.

The data used to test the hypothesis are collected from 1,200 entrepreneurs in Malaysia. The research model was analyzed using structural equation modeling.

The results indicate that perceived desirability and perceived feasibility have significant effects on entrepreneurs’ intention to adopt and use innovations. Propensity to use is an important factor that has a significant effect on individual behavior. The precipitating events that happen in the time lag between intention and behavior will disrupt entrepreneurs’ inertia and induce a change in their behavior, encouraging them to seek the best opportunity available.

Understanding the individual, technological, and environmental factors that significantly affect IT adoption behavior can support policy makers in providing guidance on the adoption and usage of IT innovations by entrepreneurs.

This study proposes a TADU model with six core determinants of intention and usage – perceived desirability, perceived feasibility, performance expectancy, effort expectancy, social influence and facilitating conditions and two new moderators, precipitating events and the propensity to act.

Notwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.

Based on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.

Three UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.

This empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.