Modeling game usage, purchase behavior and ease of use

Abstract

Existing theory posits that ease of use is a fundamental driver in marketing related technology, such as computer games, of usage and purchase by users. However, there is no empirical evidence to support this proposition. Therefore, this research models the relationship between the user’s game purchase and usage behavior and ease of use. In, 2009, 493 users in New Zealand responded face-to-face to complete a structured questionnaire. The analysis tested the conceptual model with confirmatory factors analysis (CFA) and structural equation modeling (SEM). The modeling tested game usage and purchase across four competing model types: (1) the original model (all games) and alternative models: (2) Sports/Simulation/Driving, (3) Role Playing Game (RPG)/Massively Multiplayer Online Role-Playing Game (MMORPG)/Strategy and (4) Action/Adventure/Fighting. We investigated the impact of ease of use on game usage and purchase behavior, both individually and simultaneously. In our confirmatory factor analysis and structural equation modeling, all of our models had adequate model fit with the exception of the original model. Our path coefficients indicate that ease of use of a game does not impact usage and/or purchase behavior. Research implications are discussed.