Expectations and Experience impact on Value Co-creation Intention of Users when playing Games

Abstract

Numerous research on value co-creation in the gaming context have been conducted, however they typically concentrate on the action's process and result rather than its root cause. This study focuses on the player's satisfaction as the driving force behind that activity. With the theory utilized to explain the relationship between these characteristics and gamers' ambition to co-create, the expectation-confirmation theory (ECT), we performed the research from the standpoint of game service consumers around initial expectations and playing experience. Through the qualitative survey procedure, we can determine the elements that influence players' initial expectations, including: Enjoyment and Attitude toward advertising, as well as the elements that influence their actual gameplay, including: Achievements, Game Visual, and Social interaction. There were 298 video game players in Ho Chi Minh City who provided the sample data for the quantitative analysis. The findings of the factor analysis indicated that the factors had a favorable impact on how players intended to co-create value. Researchers and developers in the video game industry can use theoretical and practical contributions to help them in their work.