Incentivizing mobile-online games with electronic cash services

Wing Kuen, Eric SEE-TO, J. Christopher WESTLAND

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)

Abstract

This research investigates factors influencing the willingness to pay for and consume mobile-online gaming services given varying levels of availability and usage of electronic cash technology. A sample of 9299 cases was surveyed and collected in Hong Kong comparing the influence of electronic cash availability on the willingness to pay for and consume mobile-online gaming services controlling for gender, age and education level. Our research found that electronic cash technology had almost no influence on men’s’ game usage while for women, the availability of electronic cash was a significant enabler of online game usage, and that age affected the degree of influence — electronic cash technology use among children and adolescents had almost no influence on game usage, but was influential in motivating more game usage in older gamers. Differences in educational level also impacted the effect of electronic cash availability on game usage, with those at the extremes, gamers with a primary only, or post-graduate education responding that electronic cash had almost no influence on their game usage, while gamers with secondary or college education tended to have electronic cash usage profiles closer to the average across all users.
Original languageEnglish
Title of host publicationProceedings : 2010 Ninth International Conference on Mobile Business/2010 Ninth Global Mobility Roundtable
PublisherThe Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Pages379-386
Number of pages8
ISBN (Print)9781424474233
DOIs
Publication statusPublished - 1 Jan 2010
Externally publishedYes

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Keywords

  • consumer psychologies
  • electronic cash
  • intrinsic motivation
  • mobile games
  • user studies

Cite this

SEE-TO, W. K. E., & WESTLAND, J. C. (2010). Incentivizing mobile-online games with electronic cash services. In Proceedings : 2010 Ninth International Conference on Mobile Business/2010 Ninth Global Mobility Roundtable (pp. 379-386). The Institute of Electrical and Electronics Engineers, Inc. (IEEE). https://doi.org/10.1109/ICMB-GMR.2010.36