Original Research - Special Collection: Contemporary Issues in Consumer Intelligence and Information Systems

The role of perceived value of information disclosure on gaming motives and mobile game play

Yolanda Jordaan, Michael Humbani
South African Journal of Information Management | Vol 25, No 1 | a1633 | DOI: https://doi.org/10.4102/sajim.v25i1.1633 | © 2023 Yolanda Jordaan, Michael Humbani | This work is licensed under CC Attribution 4.0
Submitted: 30 November 2022 | Published: 05 July 2023

About the author(s)

Yolanda Jordaan, Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa
Michael Humbani, Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa

Abstract

Background: Growing smartphone penetration rates and the development of mobile games are some of the factors driving the mobile game market. Because mobile gaming collects personal information, it is imperative to understand the information trade-off. This study fills the gap of how perceived levels of value during information disclosure impact gameplay motivators of mobile game adoption.

Objectives: The main objective of the study was to investigate the moderating role of perceived value of information disclosure on the relationship between mobile gaming motivators and the intention to play mobile games.

Method: A self-administered online survey was promoted by means of online advertisements on Facebook and Instagram to collect data from 477 mobile game players in Africa and Asia. Analysis of moment structures (AMOS) was used to conduct invariance testing and moderation analyses.

Results: The results of the study revealed that the perceived value of information disclosure moderated the relationship between social influence and the intention to play mobile games.

Conclusion: This study highlights the importance of managing information disclosure by increasing the perceived benefits of mobile gaming as this will minimise the effect of social influence on the intention to play mobile games.

Contribution: This study contributes to mobile gaming literature by exploring mobile gaming behavioural patterns that can assist game developers to influence the way people exchange their personal information when engaging in mobile gameplay. Practically, understanding when a game will deliver enough value to drive gaming behaviour is required to effectively develop and implement mobile gaming strategies.


Keywords

mobile game; escapism; fantasy; achievement; social influence; perceived value; adoption; moderation.

JEL Codes

D83: Search • Learning • Information and Knowledge • Communication • Belief • Unawareness; M31: Marketing

Sustainable Development Goal

Goal 9: Industry, innovation and infrastructure

Metrics

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