Influence Of Online Gaming User Preferences On Cognitive Behavior With Mediation Effect Of Emotions

Sameen  Naqvi; Pakeeza  Abbas; Zheng  ShiYong

doi:10.54692/ajss.2022.06021773

Sameen Naqvi Ph.DScholar, School of Economics and Management, Wuhan University, Wuhan, Hubei, China.
Pakeeza Abbas Department of Commerce, University of Sialkot, Sialkot, Pakistan.
Zheng ShiYong School of Business, Guilin University of Electronic Technology, Guilin, Guangxi, China.

DOI: https://doi.org/10.54692/ajss.2022.06021773

Keywords: User Preference, Cognitive Behavior, Progression, Immersion, Socialization

Abstract

Online games are now a prosperous industry. Despite the popularity of online games, game developers confront the challenge how to boost up the player’s cognitive behavior. To tackle this significant challenge, game developers found the cause To address this challenge, this study investigates the impact of three types of variables, namely, immersion, progression, and socialization, on cognitive behavior. Drawing from the Stimulus, Organism, and response theory, the authors propose that Immersion, progression, and achievement leades the cognitive behavior by evoking the emotions of achievement. Using the survey data collected from online game players, our study reveals that immersion, progression, and socialization significantly affects the cognitive behavior through achievement. Theoretical and managerial implications are discussed.