This study analyses player migration from traditional to mobile videogame platforms. A human migration framework, the Push-Pull-Mooring, is adopted to the context of videogame platform switching. A total of 340 valid samples were collected in Chinese videogame forums. We applied an unsupervised machine leaning algorithm, K-mean clustering, to find the videogame player segmentations. Empirical results from K-mean clustering show that there are two types of players in our samples, who are Unshakable stayer and Moderate intentional emigrant. Additionally, according to one-tailed t test, switching intention from traditional video platforms to the mobile platforms in the Moderate intentional emigrant group is significantly higher than Unshakable stayer group. On the other hand, we also apply Ordinary Least Squares (OLS) to estimate the lineal regression models for observations grouped by K-mean clustering. Empirical results from lineal regression model show that possession of Nintendo Switch is negatively associated with switching intention in both segmentations while previous gaming experience on mobile platforms is positively associated with switching intention in both segmentations. It is worth noting that perceived higher gaming performance of traditional platforms is a variable that lower the switching intention only among the Unshakable stayers. In turn, perceived high price of traditional platforms is only positively associated with switching intention among Moderate intentional emigrants, while perceived vendor-related switching costs and previous gaming experience on traditional platforms lower the switching intention in this segmentation. This study contributes to the nascent knowledge body of videogame marketing by creating the first switching empirical model from the traditional videogame platform to the mobile platform, identifying salient factors that positively and negatively affect the videogame platform migration, and giving practitioners of videogame companies useful insights when launching a mobile game project.
This study analyses player migration from traditional to mobile videogame platforms. A human migration framework, the Push-Pull-Mooring, is adopted to the context of videogame platform switching. A total of 340 valid samples were collected in Chinese videogame forums. We applied an unsupervised machine leaning algorithm, K-mean clustering, to find the videogame player segmentations. Empirical results from K-mean clustering show that there are two types of players in our samples, who are Unshakable stayer and Moderate intentional emigrant. Additionally, according to one-tailed t test, switching intention from traditional video platforms to the mobile platforms in the Moderate intentional emigrant group is significantly higher than Unshakable stayer group. On the other hand, we also apply Ordinary Least Squares (OLS) to estimate the lineal regression models for observations grouped by K-mean clustering. Empirical results from lineal regression model show that possession of Nintendo Switch is negatively associated with switching intention in both segmentations while previous gaming experience on mobile platforms is positively associated with switching intention in both segmentations. It is worth noting that perceived higher gaming performance of traditional platforms is a variable that lower the switching intention only among the Unshakable stayers. In turn, perceived high price of traditional platforms is only positively associated with switching intention among Moderate intentional emigrants, while perceived vendor-related switching costs and previous gaming experience on traditional platforms lower the switching intention in this segmentation. This study contributes to the nascent knowledge body of videogame marketing by creating the first switching empirical model from the traditional videogame platform to the mobile platform, identifying salient factors that positively and negatively affect the videogame platform migration, and giving practitioners of videogame companies useful insights when launching a mobile game project.
Los consumidores a lo largo de su proceso de compra se comportan de forma omnicanal combinando canales físicos y digitales en múltiples puntos de contacto con las empresas. La comprensión del efecto de la tarea de compra en el uso de los canales digitales es vital para el diseño de estos canales digitales y para la estrategia general de gestión del conjunto de canales de distribución. En este trabajo abordamos el análisis de las diferencias en los procesos perceptivos en el canal digital en función de la etapa en el viaje del cliente a través de técnicas de seguimiento de la mirada (eye tracking). Se realiza un diseño experimental para la asignación de categorías de producto y tareas que incluye el diseño de cuatro páginas web y combina dos metodologías de recogida de datos: los datos de percepción del canal digital medidos mediante eye-tracking y otras características y percepciones medidas mediante un cuestionario.