Examining the motivation of consumers´purchase of video games in Taiwan

The main purpose of this study was to explore the factors considered by consumers in buying video games in Taiwan. The research centers on an empirical study involving 410 participants who were randomly selected from the 2010 Taipei Game Show. The measurement indicators consisted of 22 items. The participants were asked to fill out a questionnaire which elicited information concerning their attitudes and motivation. The statistical program package SPSS 12.0 was used to perform the data analysis. Factor analysis was initially performed on all 22 variables related to purchase decision factors. Factor loadings are the correlations of the variables with the factor. The research found that four components influenced the intentions of video game purchasers. These were: marketing strategy, sociability, perception and killing time. Comparing or integrating intentions in future research may enhance our understanding of consumers´ decision-making in purchasing video games´ in Taiwan. The findings of the study are that the factors most affecting light users were marketing strategy, socialization, perception, and killing time. Furthermore, low involvement degree game users tended to be influenced by peer recognition among the group.