Hedonic consumption experience in videogaming: A multidimensional perspective

• Main Authors: Hollebeek, L.D., Abbasi, A.Z., Schultz, C.D., Ting, D.H., Sigurdsson, V.
• Format: Article
• Published: Elsevier Ltd 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121749827&doi=10.1016%2fj.jretconser.2021.102892&partnerID=40&md5=ca34e3ed79447392bcadeb79a2a27364; http://eprints.utp.edu.my/28632/

Prior research primarily considers consumers' hedonic gaming experience, defined as an individual's level of pleasure, emotional gratification, and enjoyment from playing a videogame, from a unidimensional perspective. However, given the growing range of technology-enabled, hedonic game-related (e.g., aesthetic, competition, or social) elements, we argue that this one-dimensional view is rapidly becoming dated. Correspondingly, we propose a broadened multi-dimensional perspective of videogamers' hedonic experience, as informed by hedonic consumption theory and the theory of planned behavior. Using a sample of 294 gamers, our results confirm the existence of gamers' multi (i.e., seven)-dimensional hedonic consumption experience comprising escapism, fantasy, role-projection, emotional involvement, enjoyment, arousal, and sensory experience. We also find that gamers' emotional involvement, enjoyment, arousal, and sensory experience, in particular, drive their attitude formation toward a videogame, in turn impacting users' videogaming intent and behavior. We conclude by discussing implications that arise from our research. © 2021 Elsevier Ltd