The role of perceived value of information disclosure on gaming motives and mobile game play

Abstract

BACKGROUND : Growing smartphone penetration rates and the development of mobile games are some of the factors driving the mobile game market. Because mobile gaming collects personal information, it is imperative to understand the information trade-off. This study fills the gap of how perceived levels of value during information disclosure impact gameplay motivators of mobile game adoption. OBJECTIVES : The main objective of the study was to investigate the moderating role of perceived value of information disclosure on the relationship between mobile gaming motivators and the intention to play mobile games. METHOD : A self-administered online survey was promoted by means of online advertisements on Facebook and Instagram to collect data from 477 mobile game players in Africa and Asia. Analysis of moment structures (AMOS) was used to conduct invariance testing and moderation analyses. RESULTS: The results of the study revealed that the perceived value of information disclosure moderated the relationship between social influence and the intention to play mobile games. CONCLUSION : This study highlights the importance of managing information disclosure by increasing the perceived benefits of mobile gaming as this will minimise the effect of social influence on the intention to play mobile games CONTRIBUTION: This study contributes to mobile gaming literature by exploring mobile gaming behavioural patterns that can assist game developers to influence the way people exchange their personal information when engaging in mobile gameplay. Practically, understanding when a game will deliver enough value to drive gaming behaviour is required to effectively develop and implement mobile gaming strategies.