Antecedents and consequences of sending and receiving information in mobile gaming apps

Abstract

Mobile gaming applications (apps) are increasingly engineered to encourage the sending and receiving information between players in hopes of generating word-of-mouth and stimulating purchases. This research utilizes a social influence perspective to examine the trait antecedents (identification as a member of the gaming community, susceptibility to informational influence) and behavioral consequences (paying for downloads of mobile app games, making in-app purchases, sharing of gaming experiences) of the desires to send and receive market information in mobile gaming apps.A structural equation model was constructed and tested from a survey of 265 US adults who identified themselves as playing mobile gaming apps. Results show dramatically different antecedents and consequences between trait desires to send and receive market information in mobile gaming apps. The desire to send market information significantly and positively affected all three gaming behaviors, while the desire to receive market information had a negative effect on in-app purchases. The desire to send market information also fully mediated the impact of susceptibility to informational influence on all three behaviors. These findings help expand knowledge of informational exchange in mobile games to help developers increase engagement and monetization.