Drawing goals nearer: Using the goal-gradient perspective to increase online game usage. (October 2022)

• Record Type: Journal Article
• Authors: Teng, Ching-I; Shiau, Wen-Lung; Cheng, T.C.E.; Huang, Hsin-Yi
• Is Part Of: International journal of information management. Volume 66(2022)
• Publication Date: 2022-10
• Subjects: Online game -- Goal gradient theory -- Goal proximity -- Game usage -- Structural equation modeling; Social sciences -- Information services -- Periodicals; Social sciences -- Research -- Periodicals; Information science -- Periodicals; Management information systems -- Periodicals; Knowledge management -- Periodicals; Sciences sociales -- Documentation, Services de -- Périodiques; Sciences sociales -- Recherche -- Périodiques; Sciences de l'information -- Périodiques; Systèmes d'information de gestion -- Périodiques; Information science; Management information systems; Social sciences -- Information services; Social sciences -- Research; Periodicals; Electronic journals; 025.52068
• DOI: 10.1016/j.ijinfomgt.2022.102522
• Languages: English
• ISSNs: 0268-4012

Abstract

Abstract: Online games attract a huge number of players, sparking intense competition among game developers, who must identify how they can retain players. While basic game design includes challenges, players may feel that highly challenging in-game goals are distant and even unattainable, reducing their gameplay momentum. Thus, game developers face a dilemma between designing goals that seem unattainable or goals deemed too easy and thus not challenging enough, which our study addresses. To achieve this, we identified two new triggers derived from social cognitive theory (SCT) that could trigger the motivational process of goal gradient theory (GGT)— expectancy for character growth and gaming self-efficacy . Survey data from 1724 online game players were gathered and used to verify the model. Our study uniquely shows that expectancy for character growth can trigger motivation to attain gaming goals and that gaming self-efficacy can increase perceived gaming goal proximity and motivation to attain gaming goals and, thus, further sustain game usage. Collectively, this study helps resolve game developers' aforementioned dilemma by recommending that they include challenging in-game goals and persuade players that they can achieve such goals immediately (i.e., gaming self-efficacy) or in the near future (i.e., expectancy for character growth), thus increasing perceived goal proximity or making goals seem closer. Highlights: Our study examines how to encourage players' goal pursuit. Expectancy for character growth enhance motivation to attain gaming goals. Self-efficacy enhances goal proximity and motivation to attain gaming goals. Goal proximity enhances motivation to attain gaming goals. Motivation to attain gaming goals increases game usage.