Motivation, Advertising, and Game Quality in Social Mobile Gaming, Slides of Information Technology

Download Motivation, Advertising, and Game Quality in Social Mobile Gaming and more Slides Information Technology in PDF only on Docsity! Online Journal of Communication and Media Technologies Special Issue – December 2015 141 Social Mobile Gaming and User Practices Kemal Elciyar, Anadolu University Communication Sciences Faculty Turkey Abstract Form of gaming and game area advanced with the developments occurred in İCT’s. Hence game playing moved to the digital space. Computers, tablets and mobile devices became gaming tools. Mobile devices with increased power, faster communications and higher resolution displays are increasingly common to our everyday life. Today’s mainstream entertainment revolves around interactivity. People want entertainment they can control and become fully involved in, a system that interacts intelligently with them and their surrounding. Powerful smartphones use various techniques such as the touch screen which users can play by intuition, or with a variety of sensors to create different ways to play. One of the top reasons why people play is participating in a social activity they can enjoy with their friends. Mobile phones are an always-carried device, they provide an excellent platform for applications. These social mobile games also allow user to interact with friends via social networks. Social mobile gaming applications generate unique and dynamic environments by creating a multidimensional and complex form of interaction among users to communicate across gaming platforms. Using the Unified Theory of Adoption and Use of Technology, a multifactorial model for technology adoption, and determinants like motivation, advertising, and game quality, this research examines the roles of these factors and how they encourage use of social mobile gaming applications. Online Journal of Communication and Media Technologies Special Issue – December 2015 142 Introduction Mobile technology has passed an important evolutionary technological cycle. With its advance, the mobile application has cultivated itself as a superior figure in business and culture. Since its delivery in the 1970’s, mobile phone technology has impressed people with its developments in human communication. (Hjorth, Burgess, & Richardson, 2012). Media technology industries have become apparent contributors to the increasing consumer attention in smartphone technology by creating downloadable interactive software. Gartner, an information technology research and advisory company, predicts that more than 268 billion mobile apps will be downloaded by 2017 (Gartner, 2014). According to Smart Insights, 89% of the time that users are on their media is spent on mobile applications (Bosomworth, 2014). Powerful smartphones use different techniques like touch screen, or with a variety of sensors to create different ways to play. The smartphone game has risen its popularity in recently years and many games designed for this device. Mobile devices with increased power, faster communications and higher resolution displays are increasingly common to our life. People wish entertainment they can control and become fully involved in, a system that interacts intelligently with them and their surrounding (Rodriguez, 2014). One of the top reasons why people play is participating in a social activity they can enjoy with their friends (Montola, Stenros &Waern, 2009). Theoretical Framework Utaut (Unified theory of acceptance and use of technology) When cultivating a method for analyzing adoption and use of technology, Venketesh, Morris, Davis, and Davis (2003), figured out some of the most successful theories in adoption and use. Venkatesh et al. (2003), aimed to formulate a theory that merged the most important elements of outstanding acceptance models, to create a more efficient method of explaining technology acceptance. Researchers studied behavioral and acceptance theories to combine what would become the UTAUT; these theories included: Theory of Reasoned Action (Fishbein & Ajzen, 1975), the Technology Acceptance Model (Davis, 1985; Davis, 1989; Davis, Bagozzi, & Warshaw 1989), the Motivational Model, (Davis et al. 1992), Theory of Planned Behavior (Ajzen,1991), combined TAM & TPB (Taylor & Todd, 1995), the Model of PC Utilization (MPCU) (Thompson et al. 1991), Social Cognitive Theory (Bandura, 1986) and Diffusion of Innovations (Rogers, 1995). When Venkatesh et al. (2003) first investigated Online Journal of Communication and Media Technologies Special Issue – December 2015 145 advancement, combined with social network ties among users, and user exposure to game promotions (Trepte, Reinecke, & Juechems, 2012), has allowed mobile gaming to cultivate a fusion of social networking and gaming mobile entertainment, making it more popular and increasing use. Networking has become an activity that has taken over media technologies. Social networks empower people to build ties, keep in touch with one another, share information about one another, and create dynamic relationships online (Niyato, et al., 2011). Mobile devices have established a social medium that has produced a better method of interaction and communication among friends (Wei & Lu, 2014). Social ties have long been a topic of attention in the area of online gaming and social network research (Huvila, Holmberg, Ek, & Widén-Wulff, 2010) by finding correlations in online gaming to social environments created in SNS’s (Trepte et al., 2012). Because of the increase in popularity, social networks like Facebook, Twitter, have penetrated the gaming platforms; creating a large group of social gaming options (Järvinen, 2009). SMGAs create a pool where technology and socialization comingle. To better understand social mobile gaming, , for the purpose of this research, we can define social mobile gaming as ‘a mobile gaming application in which players collaborate and compete with one another while interacting in game play’. Emergence of social network games and studied them from various focused perspectives, such as sociability (Losh, 2008), social dynamics (Wei, Yang, & Adamic, 2010), game design (Järvinen, 2009; Paavilainen, 2010), playability (Paavilainen, Alha, & Korhonen, 2012, in press), platform (Kirman et al., 2010), playfulness (Kirman, 2010), marketing (Hamari & Järvinen, 2011), behavioral economics (Hamari, 2011), player classification (Kirman & Lawson, 2009), uses and gratifications (Hou, 2011), and motivations (Doughty, Hopkins, & Lawson, 2011). Advertising The SMGAs’ hybrid composition has been something that has not only attracted users but advertisers as well. In-game advertising (IGA) has been used to promote products and brands within a mobile games (Terlutter & Capella, 2013). Terlutter and Capella analyzed in-game advertising, looking at individual and social factors that led to users’ responses to game and branding. In the past, a variety of companies have merged with gaming industries for product placement within gaming. Cascadian Farms, an organic farming company, also teamed up with Farmville to advertise themselves within the game in efforts to increase brand awareness in game and in social networks (Terlutter & Capella, 2013). A more recent tactic that has been Online Journal of Communication and Media Technologies Special Issue – December 2015 146 used on in-game promotion has been crosspromotional campaigns. Companies and game developers create networks to build and grow games (Appstrip, 2012). This allows for the cross-promotion of gaming to a specified demographic of users interested in that gaming genre; this tactic is intended to increase use of gaming applications through game suggestions (Appstrip). This type of advertising is said to increase word of mouth promotion, and social networking promotion as users are referred to other games that fit the criteria of their current favorite platforms. These types of promotions have recently become popular among gaming app developers to increase user traffic in gaming. Constructs for Social Mobile Game Use Motivation for Gaming (MG) The motivational perspective is an important factor when considering how and why users adopt and use technology. Davis et al. (1992) found that motivation was important to behavioral intention to adopt. Users can experience motivation in two ways, The first is extrinsic, which emphasizes performing a behavior to achieve a certain goal (Vallerand, 1997); this means that there must be something that the user is hoping to achieve to motivate use and engagement, the act is not solely for pleasure, but rather for the anticipation of an outcome (Lafrenière et al., 2012). The other is intrinsic, where users seek the pleasure and satisfaction from performing a behavior itself (Deci, 1975). This desire develops from users playing with anticipation of developing skill level, exploration, and engagement; this creates a sense of thrill and enjoyment (Lafrenière et al., 2012). Lafrenière et al. developed the gaming motivation scale (GAMS), to measure the presence of motivation in gaming. Adopting the GAMS, this study examines if and how motivational factors influence users’ use of SMGAs. Zhou (2013), used the UTAUT and Flow Theory to help explain motivation and adoption practices among users. Flow Theory originated through research by Csikzentmihaly (1975) who investigated the experience of enjoyment within individuals as motivation in certain activities. Quality of Game (QG) Growth in the market of smartphones has created a robust foundation for the distribution of more sophisticated gaming options (Penttinen, Rossi, & Tuunainen, 2010). This opens doors for game quality to improve and progress. To keep the interest of the user, these mobile apps provide updates and new features to keep the information and interface fresh. With new Online Journal of Communication and Media Technologies Special Issue – December 2015 147 technology evolving and game quality developing, this keeps users in constant awareness with the newest features mobile apps have to offer. The quality in game growth continues introducing newer and more stimulating apps that benefit users. Designers, like those for WRC: FIA World Rally Championship, have goals to create “realistic but approachable” games with a high degree of realism to make the game more complex to play (Seif El-Nasr, Drachen, & Canossa, 2013). Social Networking Influence-Interaction and Connectedness in Gaming (SNG) Interaction, connectedness, and technology were also variables studied within mobile technology adoption. In 2012, Forbes reported that Facebook had 15 million users who have purchased virtual goods, for uses such as gaming. SNS’s are being utilized to enhance features on social and mobile gaming (Yung-Hui, 2012). Because of the increase in user adoption of SNS’s and smartphone use, social games like Angry Birds® and Words with Friends® are becoming more accessible to users, thus attracting new gamers outside of the traditional demographics (McDermott, 2012). SNS’s build communities around the game and allow for viral distribution of gaming (Feijóo et al., 2012). Through SNS use, players elicit a multi-level platform for emotional connectedness and an outlet for user entertainment and interaction. Users link to these relational ties within the social communities, by posting scores and sending game invites to initiate new users to play. Yun et al., (2013) define social influence (SI) as the degree to which an individual believes that he or she is expected to use a new technology by significant others. Social media allow users to share experiences about SMGAs through reviews and feedback shared on posts. Strong ties between attitude and behavioral intention have been connected to the use social networks as tools for supporting the purchasing decision (Di Pietro & Pantano, 2012). Game Advertising (GA) Advertising has increased the potential for users to adopt of SMGAs. The book, Groundswell by Li and Bernoff (2008), focused on the use of new media technologies for business tactics, like advertising, and the utilization of online social media for increased user consumption of products. These authors see that more readily, consumers have relied heavily on information given through new media technologies, like SNS’s and cross-promotional gaming advertisements, when choosing to adopt mobile gaming. Halligan, Shah, and Scott (2009) argue that motivating customer adoption has changed from its traditional marketing strategies. They see that prospective adopters look to new media technologies for influence. In line with Online Journal of Communication and Media Technologies Special Issue – December 2015 150 categorized into a post-acceptance stage, because users have accepted technology, used it, and integrated it as part of a normal routine (as cited in Cho, Cheng, & Hung, 2009, p. 265). Since this study assumes that all respondents have used SMGAs to some degree, the questionnaire included four survey items about SMGA usage. Research instruments The researchers used the questionnaire which used by Ana Kahnı Rodrıguez, B.A for the thesis presented to the Graduate Faculty of The University of Texas in determining the level of SMGA use. Questionnaire has 31 items which includes likert scale of 1 to 7 and 3 demographic questions. Statistical Package for the Social Sciences (SPSS 22.0) was used to calculate data. Results Motivation Motivation would be a positive predictor of respondent use of social mobile gaming apps. Motivation was tested in the two categories of friendship motivation and entertainment motivation. In this study, motivation was hypothesized as a factor in adoption and use. Participants in Wei and Lu’s (2014) study of mobile gaming found that gaming was a form of instant entertainment, which is one of the main motivational reasons for adoption. Motivations showed positive significance in the number of SMGAs users currently owned. What can be inferred is that users rely on entertainment motivation to download SMAGAs. According to the results, there is a probability that the more entertaining an SMGA is, the more likely a user will download it. When tested against the length of time SMGAs are used, entertainment motivation, represented a positive relation. Game Quality Quality of game being a positive predictor of the use of social mobile gaming apps. In previous research, studies showed that quality was a main concern to demanding gamers during the purchasing process of gaming (Penttinen, Rossi, & Tuunainen, 2010). Result showed that quality was an important feature that showed significance among respondents. This analysis discovered a positive relation with the number of SMGAs respondents used. This means that respondents utilized less SMGAs based on the quality of the game. Online Journal of Communication and Media Technologies Special Issue – December 2015 151 Social Network Influence Zhou (2013) found that social influence was an important influencer in adoption of mobile apps; research showed that social influence reflected a process of compliance in which users followed opinions of peers when choosing to adopt. This study hypothesized that social influence from social networking sites would be positive predictor of user adoption and use of social mobile gaming apps. Based on the analysis of participants’ responses, social network influence was not significant in predicting SMGA use. Both women and men don’t interested in social networks. Advertising Soroa-Koury and Yang (2010) reported that advertising on mobile devices could affect users towards having a favorable opinion of them. This made the willingness to accept them easier. When this factor was tested in data analysis for this research, results indicated a negative relation between ad exposure and SMGA daily use. Ad exposure negatively influences the longer time users spend on SMGAs per day. Conclusion Overall, this research found significance in the areas of motivation, quality, social network influence and advertising. This researched discovered that entertainment motivation was a significant factor that spanned across the number of SMGAs respondents owned, the length of time they were used, and how many hours per day users were active on SMGAs. Advertising and social network influence indicated a negative relation to how many hours per day were spent on an SMGA. Future research could focus on the limitations and incorporate other factors suggested for research. This study provided insight into the areas of mobile apps, business tactics, and gaming. Findings can be utilized among future researchers and businesses to assess the effect on user decision to engage in social mobile gaming application practice. Online Journal of Communication and Media Technologies Special Issue – December 2015 152 References Ajzen, I. (1991).The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. doi: http://dx.doi.org/10.1016/0749- 5978(91)90020-T Appstrip (n.d.). 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