Abstract
ABSTRACTThe article presents results of a study that examined the influence of gender role orientations on gaming motivations, game genre preferences, and different play styles. Applying social role theory, it was hypothesized that femininity and masculinity influence gender-typed motivations (social interaction, competition, and challenge) and preferences (role-playing and action games) as well as gender-typed behavior (cooperative play and competitive play). After collecting empirical data through an online survey, hypotheses were tested by structural equation modeling. Moreover, moderating effects of sociodemographic characteristics (biological gender, age, and educational level) were examined. Findings provide evidence for the existence of gender-typed motives of play, genre preferences, and – mediated by motivations and preferences – gaming behavior. Group analyses support a biosocial model of gender-typed gaming behavior because gender-typing of motives, preferences, and play styles varies in strength and direction by biological gender, age, and educational level.
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