CHAPTER 5 DISCUSSIONS AND LIMITATIONS
5.4 Conclusion
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Finally, although consumer type cannot be determined by simply looking at the frequency of past behavior (Verplanken and Orbell, 2003), shopping frequency is still a necessary condition for online-buying behavior to develop. Product types are correlated with online-shopping frequency. For example, an individual may purchase clothes every season but only purchase luxury goods once a year. Therefore, an interesting area for future research would be to examine the relationship between product type and online-buying behavior.
5.3 Limitations
We note that our findings must be interpreted in light of the study’s limitations. First, the data were collected from a single game, which also has a reputation as the most popular game on Facebook. However, Candy Crush Saga is not unique in this respect. Other well-known game programs in Taiwan are also multi-purpose sites. Uniqlo Lucky Machine (http://www.uniqlo.com/luckymachine/tw/), for example, was known primarily as a famous application in 2011. More important, most applications use very similar principles and policies.
Nonetheless, the generality of the model and findings to other applications requires additional research. Second, the results may have been impacted by self-selection bias. Our sample comprises only university students and post-graduate students as current consumers. Perhaps other consumers who had already participated in Candy Crush Saga might have different perceptions about the influence of the seven dimensions of coping, fantasy, escape, recreation, competition, social, skill-development and consumption behavior, and so could have been differently affected by them. Therefore, the results should be interpreted as only explaining the consumer-purchase intentions of current consumers. Whether the results can be generalized to nonparticipants or to disaffected participants will require additional research. Third, as the data are cross sectional and not longitudinal, the posited causal relationships could only be inferred rather than proven. Finally, although this study suggests that game-design elements could be applied in the context of applications, the link may not be as strong as that in the context of development of platform.
5.4 Conclusion
In this paper, we have extended the body of knowledge with respect to understanding the impact of game design on consumer-purchase intentions and to encourage further analyses into how different types of consumers may react to different design elements. The major concerns of
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this research are the moderating effect of consumer type on the relationship between game-design elements and purchase intention and the future antecedents of consumer-purchase intention. As verified by our data, there is an interaction effect between game-design elements and consumer type in the prediction of consumer-purchase intention. Although online consumer-purchase intention is influenced by the rational analysis of game-design elements in this Candy Crush Saga game, consumer type is an even more important driving force. Further, the four antecedents of consumer-purchase intention are recreation, social, fantasy, and skill development ranked in descending importance. In conclusion, our study highlights the importance of the role of the consumer type and antecedents of consumer-purchase intention in the achievement of online-customer retention. More refined knowledge about the proposed variables and relationships may ultimately benefit enterprises and consumers alike in their attempts to cope successfully with the challenges posed by the perpetually versatile applications.
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(b). Game-Design Elements
No. Question Strong
Disagree Disagree Neutral Agree Strong Agree 1 This activity enables me to know new
people.
1 2 3 4 5
2 This activity helps me to forget about daily hassles.
1 2 3 4 5
3 This activity makes me enjoy competing with others.
1 2 3 4 5
4 This activity helps me get into a better mood.
1 2 3 4 5
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This activity makes me do things that I am unable to do or I am not allowed to do in real life.
1 2 3 4 5
7 This activity makes me feel recreational.
1 2 3 4 5
8 This activity enables me to meet many different people.
1 2 3 4 5
9 This activity makes me forget real life. 1 2 3 4 5
10 This activity makes me feel like a winner.
1 2 3 4 5
11 This activity helps me get rid of stress. 1 2 3 4 5
12 This activity makes me improve my skills
15 This activity gives me a good social experience.
18 This activity makes me more aggressive.
1 2 3 4 5
19 This activity helps to improve my concentration.
1 2 3 4 5
20 This activity makes me become somebody else for a while.
1 2 3 4 5
21 This activity gives me enjoyment while gaming.
1 2 3 4 5
22 This activity gives me company 1 2 3 4 5
23 This activity makes me forget about unpleasant things or offences.
1 2 3 4 5
24 This activity makes me want to defeat others.
1 2 3 4 5
25 This activity helps me to reduce tension. 1 2 3 4 5
26 This activity improves my coordination skills.
1 2 3 4 5
27 This activity takes me into another world.
1 2 3 4 5
(c). Different types of consumer
No. Question Strong
Disagree Disagree Neutral Agree Strong Agree
1 I often buy things spontaneously. 1 2 3 4 5
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things.
1 2 3 4 5
3 I often buy things without thinking. 1 2 3 4 5
4 “I see it, I buy it” describes me. 1 2 3 4 5
5 “Buy now, think about it later”
describes me
1 2 3 4 5
6 Sometimes I feel like buying things on the spur of-the moment.
1 2 3 4 5
7 I buy things according to how I feel at the moment.
1 2 3 4 5
8 I carefully plan most of my purchase.
(Reverse item)
1 2 3 4 5
9 Sometimes I am a bit reckless about what I buy.
1 2 3 4 5
(d). Consumer-Purchase Intention for Extension Products
No. Question Strong
Disagree Disagree Neutral Agree Strong Agree 1 I will consider this company the first
choice from which to buy this product.
1 2 3 4 5
2
I will recommend this product provided by this company to my relatives and friends.
1 2 3 4 5
3 I will continue to buy this extension product in the next few years.
1 2 3 4 5