The Role of Gender in the Hedonic and Utilitarian Value of Digital Games

Consumers’ product evaluation, choice, and use are driven by both hedonic (HED) and utilitarian (UT) considerations. Digital games that are typically considered a homogenous product category are often conceived as masculine information systems the use of which is dominated by the men. In this research paper, we present results from a survey study where the impact of gender was investigated at the game subcategory level. The results indicate that gender role models are still strongly involved in the perceived value of digital games except that they differ based on the game subcategories. In conclusion, the greatest differences between genders can be found on masculine games where men emphasize these games’ HED/UT value. The differences can be explained by men’s higher relevant experience rather than by gameplay elements.