ABSTRACT

Online gaming has become a recent leisure time activity in India, especially among the younger generation. Hence, more and more youngsters, specifically Generation Z are engaged in this virtual gaming world. In response to this scenario, our paper analyzes the role of generation Z customers’ engagement in increasing online game sales. We found that satisfaction from the game, game personalization, and social interaction increases customer engagement, thereby increasing the sale of online games. A research model was developed, and the results were tested using 266 valid questionnaires. The results from the conceptual model testing suggests that the construct of engagement is significant in influencing the purchase decisions of Generation Z customers.

摘要

在线游戏已成为印度最近的一项休闲活动，尤其是在年轻一代中。因此，越来越多的年轻人，特别是 Z 世代，参与到这个虚拟游戏世界中。针对这种情况，我们的论文分析了 Z 世代客户参与增加在线游戏销售的作用。我们发现，游戏、游戏个性化和社交互动的满意度提高了客户参与度，从而增加了在线游戏的销量。建立了一个研究模型，并使用266份有效问卷对结果进行了检验。概念模型测试的结果表明，参与的结构在影响 Z 一代客户的购买决策方面具有重要意义。