A study on game consumer behavior

• Published in: Management science letters Vol. 11; no. 9; pp. 2323 - 2330
• Main Authors: Nguyen, Phuong, Nguyen, Luong
• Format: Journal Article
• Language: English
• Published: Growing Science 2021
• ISSN: 1923-9335; 1923-9343
• DOI: 10.5267/j.msl.2021.6.002

In the world, the video game industry has really exploded until about 2000, and since then has achieved great strides, becoming one of the leading forms of the entertainment industry, at least in terms of revenue. The main purpose of this paper is to examine the consumer behavior in the case of video games with three objectives: identify the factors affecting customer satisfaction for video games; analyze these factors to understand how they affect consumer behavior and propose some recommendations to improve the customer satisfaction for video games. Data was collected from 205 Vietnamese gamers addressing the variables of individual, psychological, cultural, and social factors. Regression analysis found that all four factors positively affect consumer behavior, in terms of customer satisfaction, especially cultural factors. The findings of this research analyzed the theoretical foundations of the theory of behavior, based on which investigated the study of consumer behavior of video game services of players in Vietnam by market research, analyze data, thereby helping businesses understand the psychological response, consumer behavior of customers, and can devise appropriate strategies.