Players' preferences and main motivational factors in online roleplaying games: Case Vietnam
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
Department
Major/Subject
Mcode
Degree programme
Language
en
Pages
75
Series
Abstract
This study aims to study (1) the Vietnamese players’ valuations and their preference clusters, (2) how the preference clusters relate to the main motivational factors in online roleplaying games. The study is based on the flow experience theory in games. It identified eight game factors that related to the flow experience in games (gaming experience). They were: concentration & immersion (graphics and sounds), challenges & skill, control (customization), feedback, social interaction (communication spaces and tools), variety & novelty, and storyline. These factors were used in a best-worst scaling experiment to find out how respondents value them. Using latent class analysis, respondents were segmented into five different clusters with different interests. People in cluster 1 are the story lovers, which are interested in the game’s storyline. People in cluster 2 are the aesthetics lovers, which love the beauty aspect of games (graphics and sounds). People in cluster 3 are the socializers, which enjoy communicating and cooperating with others. People in cluster 4 are the achievers, which are about conquering, competition, and performance. Finally, people in cluster 5 are the local story lovers, which have a special interest in the local aspect of the game’s story, e.g. local myths are embedded in games. In addition, players’ main motivational factors were studied: they were achievement, social, and immersion. Furthermore, the motivational factors’ average across the clusters were compared. Cluster 4 has the highest average mean in terms of achievement. In terms of social, cluster 3 and 4 have the highest average means. Meanwhile the immersion’s average is the same across all the clusters. To the best of the author’s knowledge, the players’ valuations in games have not been studied with a method of discreet choice (best-worst scaling method) before. On the practical level, the study findings can help game companies to develop and publish their games efficiently in the Vietnamese gaming market.Description
Thesis advisor
Halme, MerjaPenttinen, Esko