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Debapriyo BANERJEE

1. Smartphone Gaming in Indian Generation Y: An Exploration
Rezumat:Smartphone games are a new form of interactive entertainment for Indian Gen Y, whose habits are shaped by their lifestyle and usage trends during their upbringing and social interactions. As they form a major consumer segment today and are influencers for the next generation, understanding their attitudes and perceptions towards smartphone gaming is important. There is lack of research in this area as per our detailed review of literature. This paper attempts to explore what psychological motivators or influencing factors and implications can be attributed to smartphone gaming by Gen Y. Exploratory qualitative research through FGDs and DIs helped draw parameters from the emergent themes for quantitative analysis through survey data. The relation among personality traits, motivational reasons for smartphone gaming and outcomes like game-type-preferences was calculated using multiple regression. This could provide researchers with insights on Gen Y’s consumer behaviour and help gaming companies strategically targeting them.
Autor(i):Kallol DAS, Debapriyo BANERJEE
Publicat în:Revista Română de Marketing 2/2015 [Volume 10, Issue 2] (aprilie-iunie)
Cod citare:7177

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