Factors Determining Pokémon Go Addiction in Malaysia
Journal Title: GATR Journal of Management and Marketing Review - Year 2017, Vol 2, Issue 2
Abstract
Objective - This study focuses on factors determining Pokémon Go addiction behaviour among players in Malaysia. Using the Personal Construct Theory (PCT), the relationship between perception of Pokémon Go players and their addiction behaviour toward the game is examined. The objectives of this study are (1) to identify the levels of perception and addiction behaviour of the Pokémon Go players in Malaysia; (2) to determine the relationship between perception and addiction behaviour of the Pokémon Go players; and (3) to investigate the moderating effects of age, gender and ethnicity on the relationship between perception and addiction behaviour of the Pokémon Go players. Methodology/Technique - The study employs the quantitative research design. The data are collected from 270 respondents using a self-administered questionnaire. Findings – The results show that even though the addiction behaviour of Pokémon Go players is low, the perception of Pokémon Go players towards the game is positive. Therefore, both addiction behaviour and perception are positively related. Age and gender are found to be moderate in the relationship between perception and addiction behaviour. With these results, the assumptions of PCT hold true. Novelty - The present study examines the relationship between perception of Pokémon Go players and their addiction behaviour toward the game. This research can provide insights regarding mobile gaming having similar features as the Pokémon Go.
Authors and Affiliations
Siti Aminah Abd Wahab, Nur Hafifah Binti Jamalludin, Saodah Wok
Keywords
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