Insight into Online Gamers’ Preferences: An Investigation using Conjoint Analysis

Author

Ankit Abad


Abstract

 This study investigates the influence of various consumption values—functional, social, epistemic, emotional, and conditional—on purchase intentions in the context of gaming applications. As the digital gaming market continues to expand, understanding the factors that drive consumer behavior becomes essential for developers and marketers. The research employs a quantitative approach to assess how these consumption values impact users' intent to purchase in-game items. Additionally, the study explores the mediating role of reward mechanisms in this relationship, hypothesizing that well-designed reward systems can amplify the effects of consumption values on purchase intentions. ​The findings reveal that all identified consumption values significantly influence purchase intent, with rewards serving as a crucial mediator. ​ Insights gained from this study provide valuable implications for app developers, suggesting that by aligning game features with user preferences and implementing effective reward strategies, they can enhance user engagement and drive revenue growth. Furthermore, the findings contribute to the broader literature on consumer behavior in the gaming industry, paving the way for future research into demographic influences and evolving gaming trends. This study emphasizes the importance of understanding consumer motivations in an increasingly competitive and dynamic digital landscape.



Keywords

Consumption values, Purchase intention, Gaming app, Reward mechanism & Consumer behaviour.



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References


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