Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games

Purpose – It is assumed that consumers consume games to experience hedonic and utilitarian value. However, there is no conceptual model or empirical evidence that supports this hypothesis in the game context or clarifies whether these consumption values have dual mediated or individual effects. Therefore, the purpose of this research is to model the relationship between hedonic and utilitarian consumption and game purchase and usage. Design/methodology/approach – This research question is answered through two studies. In Study One, qualitative interviews with 18 gamers were implemented to explore the relationship between hedonic and utilitarian consumption and, game purchase and usage behaviour. In Study Two, we surveyed 493 consumers and conducted confirmatory factor analysis and structural equation modelling across four game types to model this relationship. Findings – The paper concludes that hedonic rather than utilitarian consumption positively impacts purchase and usage. Support was also found for the utilitarian-hedonic dual mediation model (UHDM). Therefore, utilitarian consumption has an indirect causal effect on game purchase or usage through hedonic consumption. Practical implications – Game development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of hedonic consumption. Attention could be focused on perceived enjoyment, self-concept, self-congruity and self-efficacy as the primary drivers of use and purchase. Practical solutions should also be developed to develop the UHDM effect. Originality/value – This is the first paper in the game context to explore and model the relationship between hedonic, utilitarian consumption and the UHDM effect on game purchase and usage. This paper is also unique because it provides results across four game groups: all games (ALL), Sports/ Simulation/Driving (SSD), Role Playing Game/Massively Multiplayer Online Role-Playing Game Strategy (RPG), and Action/Adventure/Fighting (AAF).