Exploring Experiential Value in Online Mobile Gaming Adoption

Despite the growing importance of the online mobile gaming industry, little research has been undertaken to explain why consumers engage in this ubiquitous entertainment. This study attempts to develop an instrument to measure experiential value in online mobile gaming adoption. The proposed scale consists of seven first-order factors of experiential value: intrinsic enjoyment, escapism, efficiency, economic value, visual appeal, perceived novelty, and perceived risklessness. The survey obtained 164 usable responses from Japanese college students. The empirical data fit our first-order model well, indicating a high level of reliability as well as convergent and discriminant validity. The single second-order model also shows an acceptable model fit.