The Effects of Video Game Industry Controversies on Young Adults’ Purchase Intentions
Ihalainen, Jenni (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112431514
https://urn.fi/URN:NBN:fi:amk-2023112431514
Tiivistelmä
The aim of this research-based thesis is to investigate and draw conclusions upon the effects of views of video game industry controversies on consumers’, in this case young adults’ aged 18-30, purchase intentions. The results of the thesis will be tailored to the area of marketing communication and consumer behaviour, with the goal being for companies to be able to target their communication messages more effectively.
The structure of this thesis consists of an introductory section, a section outlining the overall theoretical framework for the thesis including models outlining consumer behaviour, the chosen research methods for the thesis, and lastly, a discussion section presenting key findings and further recommendations.
The research conducted for this thesis was both quantitative and qualitative in nature. In order to gain quantitative insights into the general consumer views regarding video game industry controversies, a survey was sent to people who consider themselves video game players or consumers. 72 valid answers were gathered from the survey. In addition to the survey, qualitative data was gathered by conducting an interview with 4 separate people who consider themselves video game players or consumers.
The overall results from this thesis indicate that views of different types of controversy have varying effects on video game consumers’ intent to make a purchase. Views of controversies related to video game content have a low to moderate impact on purchase intentions; views of controversies related to video game culture have a moderate to high impact on purchase intentions; and finally, views of controversies related to video game industry company practices have a high impact on purchase intentions.
For further research, studies should concentrate on a wider range of age groups and other demographic variables, much larger population samples, and more in-depth qualitative research.
As recommendations for businesses, the author suggests research of their specific customer segments, and creating marketing and customer communication models that emphasize transparency.
The structure of this thesis consists of an introductory section, a section outlining the overall theoretical framework for the thesis including models outlining consumer behaviour, the chosen research methods for the thesis, and lastly, a discussion section presenting key findings and further recommendations.
The research conducted for this thesis was both quantitative and qualitative in nature. In order to gain quantitative insights into the general consumer views regarding video game industry controversies, a survey was sent to people who consider themselves video game players or consumers. 72 valid answers were gathered from the survey. In addition to the survey, qualitative data was gathered by conducting an interview with 4 separate people who consider themselves video game players or consumers.
The overall results from this thesis indicate that views of different types of controversy have varying effects on video game consumers’ intent to make a purchase. Views of controversies related to video game content have a low to moderate impact on purchase intentions; views of controversies related to video game culture have a moderate to high impact on purchase intentions; and finally, views of controversies related to video game industry company practices have a high impact on purchase intentions.
For further research, studies should concentrate on a wider range of age groups and other demographic variables, much larger population samples, and more in-depth qualitative research.
As recommendations for businesses, the author suggests research of their specific customer segments, and creating marketing and customer communication models that emphasize transparency.