Proposing a New Conceptual Model Predicting Consumer Videogame Engagement Triggered Through Playful-Consumption Experiences

  • Amir Zaib Abbasi
  • Ding Hooi Ting
  • Helmut HlavacsEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9926)


The aim of the study is to propose a conceptual model which predicts consumer videogame engagement triggered by the playful-consumption experience of videogame-play. The proposed conceptual model is based on a review of past literature on experience and engagement in videogame studies. Moreover, this study employs the hedonic theory of consumption experience and the concept of consumer engagement in order to conceptualize and operationalize the construct of playful-consumption experience and consumer videogame engagement and accordingly, develops the conceptual model. Based on the conceptual model, this study has drawn related hypothesis. This study is unique in its investigation as it examines the idea of experience from the perspective of hedonic theory of consumption experience and whereas, engagement is studied from the previous work on consumer engagement. Besides, this conceptual model is new in the field of videogame literature that examines consumer videogame engagement and playful consumption experience concurrently and this model also predicts consumer videogame engagement that is provoked by the playful-consumption experience of videogame play.


Experience Hedonic consumption experience Playful consumption experience Imaginal experience Emotional experience Sensory experience Engagement Consumer engagement Consumer videogame engagement Cognitive Affective and behavioral engagement 


  1. 1.
    Takatalo, J., et al.: User experience in digital games differences between laboratory and home. Simul. Gaming 42(5), 656–673 (2011)Google Scholar
  2. 2.
    Entertainment Software Association: Essential facts about the Computer and Video Game Industry, p. 20. Entertainment software association (2015)Google Scholar
  3. 3.
    Seo, Y., Buchanan-Oliver, M., Fam, K.S.: Advancing research on computer game consumption: a future research agenda. J. Consum. Behav. 14(6), 353–356 (2015)CrossRefGoogle Scholar
  4. 4.
    Brown, E., Cairns, P.: A grounded investigation of game immersion. In: CHI 2004 Extended Abstracts on Human Factors in Computing Systems, pp. 1297–1300. ACM (2004)Google Scholar
  5. 5.
    Ermi, L., Mäyrä, F.: Fundamental components of the gameplay experience: analysing immersion. Worlds Play: Int. Perspect. Digit. Games Res. 37, 2 (2005)Google Scholar
  6. 6.
    Cheng, M.T., She, H.C., Annetta, L.A.: Game immersion experience: its hierarchical structure and impact on game-based science learning. J. Comput. Assist. Learn. 31(3), 232–253 (2015)CrossRefGoogle Scholar
  7. 7.
    Jennett, C., et al.: Measuring and defining the experience of immersion in games. Int. J. Hum.-Comput. Stud. 66(9), 641–661 (2008)CrossRefGoogle Scholar
  8. 8.
    Costello, B., Edmonds, E.: A tool for characterizing the experience of play. In: Proceedings of the Sixth Australasian Conference on Interactive Entertainment, p. 2. ACM (2009)Google Scholar
  9. 9.
    Funk, J.B., Pasold, T., Baumgardner, J.: How children experience playing video games. In: Proceedings of the Second International Conference on Entertainment Computing, pp. 1–14. Carnegie Mellon University (2003)Google Scholar
  10. 10.
    IJsselsteijn, W., et al.: Characterising and measuring user experiences in digital games. In: International Conference on Advances in Computer Entertainment Technology, vol. 2, p. 27 (2007)Google Scholar
  11. 11.
    Sweetser, P., Wyeth, P.: GameFlow: a model for evaluating player enjoyment in games. Comput. Entertainment (CIE) 3(3), 3 (2005)CrossRefGoogle Scholar
  12. 12.
    Lugmayr, A., Teras, M.: Immersive interactive technologies in digital humanities: a review and basic concepts. In: Proceedings of the 3rd International Workshop on Immersive Media Experiences, pp. 31–36. ACM (2015)Google Scholar
  13. 13.
    Brockmyer, J.H., et al.: The development of the game engagement questionnaire: a measure of engagement in video game-playing. J. Exp. Soc. Psychol. 45(4), 624–634 (2009)CrossRefGoogle Scholar
  14. 14.
    Procci, K.C.: The Subjective Gameplay Experience: An Examination of the Revised Game Engagement Model (Ph.D Dissertation). University of Central Florida Orlando, Florida (2015)Google Scholar
  15. 15.
    Hookham, G., Nesbitt, K., Kay-Lambkin, F.: Comparing usability and engagement between a serious game and a traditional online program. In: Proceedings of the Australasian Computer Science Week Multiconference, p. 54. ACM (2016)Google Scholar
  16. 16.
    Nordin, A.I., Denisova, A., Cairns, P.: Too many questionnaires: measuring player experience whilst playing digital games. In: Seventh York Doctoral Symposium on Computer Science & Electronics, vol. 69 (2014)Google Scholar
  17. 17.
    Bowden, J.L.-H.: The process of customer engagement: a conceptual framework. J. Mark. Theory Pract. 17(1), 63–74 (2009)CrossRefGoogle Scholar
  18. 18.
    Hollebeek, L.D.: Demystifying customer brand engagement: exploring the loyalty nexus. J. Mark. Manag. 27(7–8), 785–807 (2011)CrossRefGoogle Scholar
  19. 19.
    Lugmayr, A., et al.: Categorization of ambient media projects on their business models, innovativeness, and characteristics—evaluation of Nokia Ubimedia MindTrek Award Projects of 2010. Multimedia Tools Appl. 66(1), 33–57 (2013)CrossRefGoogle Scholar
  20. 20.
    Malthouse, E.C., Calder, B.J.: Comment: engagement and experiences: comment on Brodie, Hollenbeek, Juric, and Ilic (2011). J. Serv. Res. 14(3), 277–279 (2011)CrossRefGoogle Scholar
  21. 21.
    IJsselsteijn, W., et al.: Measuring the experience of digital game enjoyment. In: Proceedings of Measuring Behavior, Maastricht, Netherlands, p. 88 (2008)Google Scholar
  22. 22.
    Poels, K., de Kort, Y., Ijsselsteijn, W.: FUGA-the fun of gaming: measuring the human experience of media enjoyment. Deliverable D3. 3: Game Experience Questionnaire. FUGA project (2008)Google Scholar
  23. 23.
    Norman, K.L.: Geq (game engagement/experience questionnaire): a review of two papers. Interact. Comput. 25(4), 278–283 (2013)CrossRefGoogle Scholar
  24. 24.
    Hirschman, E.C., Holbrook, M.B.: Hedonic consumption: emerging concepts, methods and propositions. J. Mark. 46(3), 92–101 (1982)CrossRefGoogle Scholar
  25. 25.
    Brodie, R.J., et al.: Customer engagement: conceptual domain, fundamental propositions, and implications for research. J. Serv. Res. 14(3), 252–271 (2011)CrossRefGoogle Scholar
  26. 26.
    Brodie, R.J., et al.: Consumer engagement in a virtual brand community: an exploratory analysis. J. Bus. Res. 66(1), 105–114 (2013)CrossRefGoogle Scholar
  27. 27.
    Hollebeek, L.: Exploring customer brand engagement: definition and themes. J. Strateg. Mark. 19(7), 555–573 (2011)CrossRefGoogle Scholar
  28. 28.
    Addis, M., Holbrook, M.B.: On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. J. Consum. Behav. 1(1), 50–66 (2001)CrossRefGoogle Scholar
  29. 29.
    Holbrook, M.B.: Consumer Research: Introspective Essays on the Study of Consumption. Sage Publications, Thousand Oaks (1995)CrossRefGoogle Scholar
  30. 30.
    Holbrook, M.B.: The millennial consumer in the texts of our times: Experience and entertainment. J. Macromark. 20(2), 178–192 (2000)CrossRefGoogle Scholar
  31. 31.
    Brakus, J., Schmitt, B., Zhang, S.: Experiental attributes and consumer judgments. In: Schmitt, B.H., Rogers, D. (eds.) Handbook on Brand and Experience Management, pp. 174–187. Edward Elgar, Boston (2008)Google Scholar
  32. 32.
    Arnould, E., Price, L., Zinkhan, G.: Consumers—International Edition. McGraw Hill, Boston (2002)Google Scholar
  33. 33.
    Salem, K., Zimmerman, E.: Rules of Play. Mit Press, Cambridge (2004)Google Scholar
  34. 34.
    Buchanan-Oliver, M., Seo, Y.: Play as co-created narrative in computer game consumption: the hero’s journey in Warcraft III. J. Consum. Behav. 11(6), 423–431 (2012)CrossRefGoogle Scholar
  35. 35.
    Holbrook, M.B., et al.: Play as a consumption experience: the roles of emotions, performance, and personality in the enjoyment of games. J. Consum. Res. 11(2), 728–739 (1984)CrossRefGoogle Scholar
  36. 36.
    Abbasi, A.Z., Ting, D.H., Jamek, A.B.S.A.: An integrated conceptual model for predicting behavioral learning triggered by video-game engagement: a mediating role of observational learning. In: Game Physics and Mechanics International Conference (GAMEPEC 2015), pp. 11–15. IEEE (2015)Google Scholar
  37. 37.
    Alba, J.W., Williams, E.F.: Pleasure principles: a review of research on hedonic consumption. J. Consum. Psychol. 23(1), 2–18 (2013)CrossRefGoogle Scholar
  38. 38.
    Wang, C.-L., et al.: The influence of hedonic values on consumer behaviors: an empirical investigation in China. J. Glob. Mark. 14(1–2), 169–186 (2000)CrossRefGoogle Scholar
  39. 39.
    MacInnis, D.J., Price, L.L.: The role of imagery in information processing: Review and extensions. J. Consum. Res. 13(4), 473–491 (1987)CrossRefGoogle Scholar
  40. 40.
    Caru, A., Cova, B.: A critical approach to experiential consumption: fighting against the disappearance of the contemplative time. Crit. Mark. 23, 1–16 (2003)Google Scholar

Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Amir Zaib Abbasi
    • 1
  • Ding Hooi Ting
    • 1
  • Helmut Hlavacs
    • 2
    Email author
  1. 1.Department of Management and HumanitiesUniversiti Teknologi PETRONASTronohMalaysia
  2. 2.Research Group Entertainment ComputingUniversity of ViennaViennaAustria

Personalised recommendations