An Empirical Study of the Moderating Impact of Peer Group on Key Business Antecedents and Digital Games Performance of the Indian Economy
Keywords:
Online Gaming, Moderation, Peer group, Satisfaction, Willingness to play againAbstract
The digital games sector has emerged to be a creative, dynamic, and exciting sector in the past few decades in India. The digital game industry has a major contribution to the Indian economy as this industry has triggered the sale of other related products. The digital market is expected to continue mounting in the future, driven by innovative advancements and an increase in the number of players. The Internet expansion has driven phenomenal growth and an industry that is worth billions of dollars. This study contributes significantly as it empirically investigates the impact of business antecedents on the business performance of the digital games sector. It will help provide the games development organizations with the perspective on how players really think and make decision regarding their selection of online games. This study tested the relationship between key business antecedents and digital game performance. Identified antecedents such as awareness of players regarding digital games, duration of the digital games, innovation in digital games, user interface, reputation of the digital games, have been found to have significant impact on the two aspects of digital games performance i.e., players’ satisfaction and players’ willingness to play again. Furthermore, the study also identified the role of peer group as a key moderator between player’s satisfaction and player’s willingness to play games again.
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