The mobile gaming industry: How mobile game addiction and digital innovation of Call of Duty: Mobile-Garena, affect a players purchasing intention
Date of Publication
7-11-2023
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Interdisciplinary Business Studies
Subject Categories
Marketing | Other Business
College
Ramon V. Del Rosario College of Business
Department/Unit
Decision Sciences and Innovation Dept
Thesis Advisor
Harvey T. Ong
Defense Panel Chair
Jessica Jaye Ranieses
Defense Panel Member
Hannibal Marchan
Abstract/Summary
The mobile gaming industry now in the Philippines is such a huge hit that more and more people from kids to teenagers started to play. Which means more in-game purchases and with this, the proponents of the research would like to know what drives teenagers to working college students to purchase the in-game items in Call of Duty: Mobile - Garena. The main objective of this study is to understand the buying behavior of each player when it comes to purchasing in-game credits for Call of Duty: Mobile - Garena. The research designs that have been used are the following: descriptive research, exploratory research, or causal research designs and correlational. The following variables were specifically investigated in the paper: mobile game addiction, digital innovation, and purchase intention. This has aided the researchers' overall method, which entails analyzing the variables and figuring out how independent variables affect consumers' purchase intentions. The survey will be able to obtain 385 respondents/players wherein everyone is within the required age group (13-25 years old) who’s been playing free to play games for how long. The survey has revealed that digital innovation and mobile game addiction have influenced the decision-making of the respondents in making in-game purchases in Garena Call of Duty- Mobile.
Abstract Format
html
Language
English
Format
Electronic
Keywords
Video gamers—Psychology; Consumer behavior; Video game addiction; Mobile games industry
Recommended Citation
Guerrero, G. M., Tejano, B. C., & Valenzuela, R. K. (2023). The mobile gaming industry: How mobile game addiction and digital innovation of Call of Duty: Mobile-Garena, affect a players purchasing intention. Retrieved from https://animorepository.dlsu.edu.ph/etdb_dsi/182
Upload Full Text
wf_yes
Embargo Period
8-2-2023
- Usage
- Abstract Views: 493