The effect of culture on paying and playing free-to-play mobile games: A comparative study between China and the USA

• Main Author: FORD, Erik Eugene
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: Strategic Management Policy; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/etd_coll/618; https://ink.library.smu.edu.sg/context/etd_coll/article/1616/viewcontent/DBA_Dissertation_GBPA__AY2017__DBA__Erik_Eugene_Ford.pdf
• Institution: Singapore Management University

In this dissertation, the effect of culture on consumers’ desire to pay for and play free-to-play (F2P) mobile games was examined. Culture can be defined as the “collective programming of the mind that distinguishes the members of one group of categories of people from others” (Hofstede, 2011). The study compared consumers in China and the United States who completed an online survey. Cultural scientists such as Hall and Hofstede defined these two countries as the two largest gaming markets in the world with very different cultures. The research method included a questionnaire. The sample size was 201 people in China and 209 people in the US, sampling users between the ages of 20 and 30, with an approximate 50/50 gender split. The first part of the survey focused on their cultural attitudes, while the second part focused on their mobile gaming payments and playing habits. Our results showed statistically significant differences as to the motivations and spending habits of consumers in the two markets on F2P mobile games. Of note was the moderating effect of collectivism on the Chinese market. We found strong moderating effects regarding the motivation of gamers and their purchase intent with regards to skin/cosmetic items. We found that other indices like masculinity, uncertainty avoidance, and power distance had an effect, but not always in the way we initially hypothesized or as the cross-cultural literature would make us believe. We aimed to identify unique characteristics of each market that can help gaming professionals in both the development and publishing aspects of the business be more successful in these markets. This study has both theoretical and practical implications. In addition, we identified areas for additional academic studies. Currently, there is extensive study on the reasons behind human engagement in many forms of play. However, the specific area of literature that concentrates on interactive software is still developing. The field of cultural literature is equally substantial. This paper explores the intersection of such existing studies and offers practical insights for American organizations aiming to achieve success in China, and vice versa.