Factors Determining Pokémon Go Addiction in Malaysia
Journal Title: GATR Journal of Management and Marketing Review - Year 2017, Vol 2, Issue 2
Abstract
Objective - This study focuses on factors determining Pokémon Go addiction behaviour among players in Malaysia. Using the Personal Construct Theory (PCT), the relationship between perception of Pokémon Go players and their addiction behaviour toward the game is examined. The objectives of this study are (1) to identify the levels of perception and addiction behaviour of the Pokémon Go players in Malaysia; (2) to determine the relationship between perception and addiction behaviour of the Pokémon Go players; and (3) to investigate the moderating effects of age, gender and ethnicity on the relationship between perception and addiction behaviour of the Pokémon Go players. Methodology/Technique - The study employs the quantitative research design. The data are collected from 270 respondents using a self-administered questionnaire. Findings – The results show that even though the addiction behaviour of Pokémon Go players is low, the perception of Pokémon Go players towards the game is positive. Therefore, both addiction behaviour and perception are positively related. Age and gender are found to be moderate in the relationship between perception and addiction behaviour. With these results, the assumptions of PCT hold true. Novelty - The present study examines the relationship between perception of Pokémon Go players and their addiction behaviour toward the game. This research can provide insights regarding mobile gaming having similar features as the Pokémon Go.
Authors and Affiliations
Siti Aminah Abd Wahab, Nur Hafifah Binti Jamalludin, Saodah Wok
Keywords
Related Articles
- EP ID EP184702
- DOI -
- Views 138
- Downloads 0
Assessing Customer Emotion Product Relationship and Customer Retention Towards Halal Cosmetic Products
Objective - Retailers today have acknowledged that incorporating great customer emotionproduct relationship can lead to total customer retention. In this paper an overview of the existing literature on customer emotion i...
Mapping Enforcement Agency Integrity: Evidence from the Royal Malaysian Police (RMP)
Objective - The purpose of this research is to map the level of ethics and integrity practices in the Royal Malaysian Police (RMP) using the Global Ethics and Integrity Benchmark. Methodology/Technique - A survey questi...
A Comparative Review of Turnover Models and Recent Trends in Turnover Literature
Objective – Employee retention is a challenging agenda in human resource management. This paper attempts to undertake a comparative analysis of primitive turnover models with more recent trends in turnover literature, an...
Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value
Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique – This study examines the calculation of the Net...
Tourism Policy for Encouraging the Development of SMEs in Belitong, Indonesia
Objective – This study discusses the role of tourism policy in the development of small and medium enterprises (SMEs) in the province of Belitong, Indonesia. Methodology/Technique – This research applies mixed method ana...