<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.</p>
</abstract>

With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

Consumer engagement in value co-creation within virtual video game communities

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Consumer engagement in value co-creation within virtual video game communities"}

With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who...

Consumer engagement in value co-creation within virtual video game communities

Data publikacji: 30 gru 2021

Zakres stron: 370 - 386

DOI: https://doi.org/10.2478/mmcks-2021-0022

Słowa kluczowe
Consumer engagement, Value co-creation, Motivations, Loyalty, Virtual communities, Video games

© 2020 Fouad El Afi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Consumer engagement in value co-creation within virtual video game communities

Data publikacji: 30 gru 2021

Zakres stron: 370 - 386

DOI: https://doi.org/10.2478/mmcks-2021-0022

Słowa kluczoweConsumer engagement, Value co-creation, Motivations, Loyalty, Virtual communities, Video games

© 2020 Fouad El Afi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
Consumer engagement, Value co-creation, Motivations, Loyalty, Virtual communities, Video games