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By

Gilbert Giovanni Widjaja

August, 2016

Thesis submitted in partial fulfilment

of the Degree of

Master of Science

In

Business Management (Entrepreneurship)

The Determining Factors which Influences the Buying

Behaviour of Mobile Gaming in Singapore

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Declaration

I declare that the work undertaken for this MSc Dissertation has been

undertaken by myself and the final Dissertation produced by me. The work has not

been submitted in part or in whole in regard to any other academic qualification.

Title of Dissertation:

The Determining Factors which Influences the Buying Behaviour of

Mobile Gaming in Singapore.

Name: Gilbert Giovanni Widjaja

Signature:

Date: 26th August 2016

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Acknowledgements

This Dissertation would not have been completed without the help and

guidance of multiple personnel who aided the researcher in solving the problems and

challenged posed by the discussion of the topic. The researcher would like to first

and foremost give praise to God for the grace and strength that is given to

researcher to complete this dissertation. The researcher would also like to express

thanks and admiration for the wisdom and advice that they have given to researcher

while he is undertaking the dissertation paper:

- Dr. Kristen Marshall as the Edinburgh Napier University dissertation

supervisor in this module.

- Dr. Jesus Canduela as Edinburgh Napier University Dissertation Module

Leader.

- Dr. Tan Boon Leing as the PSB Academy ENU local supervisor

- Dr. Sim Kiah Seng from PSB Academy for giving the researcher advise in

the early stages of research proposal

The researcher would also like to thank all the participants who had taken part

in participating in the survey questionnaire, as their responses and answers have

greatly benefited the researcher in unveiling the questions and implications of the

study. The researcher would like to express apologies for any potential imperfections

and flaws found in this dissertation, and would appreciate any constructive

comments and feedbacks given to improve this dissertation.

Kind regards,

Gilbert Giovanni

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Abstract

Mobile games counts as one of the more personal and accessible forms of

entertainment in this modern era of technology, one where the customers would

often be willing to pay for better services. The popularity of mobile games are

expected to continue growing exponentially as more and more mainstream mobile

phones and devices being sold now are capable of running almost every mobile

games. In this research, the researcher will conduct a study which explores the

determining factors which influences the buying behavior of mobile gaming in

Singapore. Based on many literature reviews concerning mobile gaming, buyer

behavior, and other important factors which affects the state of mobile gaming

market, the research has constructed a set of aims and objectives and will conduct a

quantitative online survey questionnaire involving mobile game users in Singapore to

measure the degree and influence of how the determining factors being significant to

mobile gaming. The results of the Dissertation are interesting in understanding the

mobile game buying decision making process, as it can provide insight to mobile

game developers and marketers in how they should approach the market in regards

with the mobile game users’ interest and buying behavior in Singapore. With the

growth of mobile games climbing up steady within mobile phone users, a better

understanding about the factors that attracts the interest of potential mobile game

users must be clarified to improve the development of new mobile game products

and services.

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Table of Contents

Declaration ...................................................................................................... 2

Acknowledgements ......................................................................................... 3

Abstract ........................................................................................................... 4

Table of Figures ............................................................................................... 8

Chapter 1: Introduction .................................................................................... 9

1.1 Introduction ......................................................................................... 9

1.2 Background ....................................................................................... 10

1.3 Aims and Objectives ............................................................................. 12

1.4 Significance of Study ............................................................................ 13

Chapter 2: Literature Review ......................................................................... 14

2.1 Buyer Behavior ..................................................................................... 14

2.1.1 Need Recognition .......................................................................... 19

2.1.2 Information Search ......................................................................... 20

2.1.3 Evaluation of Alternatives ............................................................... 20

2.1.4 Purchase Decision ......................................................................... 21

2.1.5 Post purchase behavior ................................................................. 21

2.2 Current state of mobile gaming entertainment in Singapore ................ 23

2.3 Brand Experience ................................................................................. 27

2.4 Brand Image ......................................................................................... 29

2.5 Customer Loyalty ................................................................................. 31

2.6 Customer Expectation .......................................................................... 33

Chapter 3 Methodology ................................................................................. 36

3.1 Quantitative and Qualitative Research method .................................... 36

3.2 Target Population ................................................................................. 38

3.3 Description of Variables ....................................................................... 39

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3.4 Sample Size ......................................................................................... 40

3.5 Data Collection method ........................................................................ 41

3.6 Pilot test ............................................................................................... 42

3.7 Data Analysis Method .......................................................................... 43

3.8 Validity and reliability ............................................................................ 44

3.9 Limitations ............................................................................................ 46

Chapter 4: Findings and Analysis .................................................................. 47

4.1 Data Description ................................................................................ 47

4.2 Validity and Reliability ....................................................................... 51

4.3 Testing of Hypotheses .......................................................................... 53

4.3.1 Hypothesis 1: Brand experience influences and measures the

Buying Behaviour of product or services in the Mobile Gaming product. ........... 54

4.3.2 Hypothesis 2: Brand Image influences and measures the Buying

Behaviour of Mobile Gaming Product or services. ............................................. 55

4.3.3 Hypothesis 3: Positive outcome of Customer Loyalty contributes

positively to the buying behaviour of the mobile gaming product and services .. 56

4.3.4 Hypothesis 4: High Customer Expectation Contributes positively

towards buying behaviour of mobile gaming product and services .................... 57

4.4 Discussion of Hypothesis Results ........................................................ 58

4.4.1 Hypothesis 1 .................................................................................. 58

4.4.2 Hypothesis 2 .................................................................................. 59

4.4.3 Hypothesis 3 .................................................................................. 60

4.4.4 Hypothesis 4 .................................................................................. 61

4.5 Implication of the Survey Findings ........................................................ 62

5. Conclusion and Recommendations ...................................................... 65

5.1 Comprehensive Summary ................................................................. 65

5.2 Managerial Implications ..................................................................... 69

5.3 Limitations ......................................................................................... 70

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5.4 Recommendations for Future Research ............................................... 72

5.5 Final Conclusion ................................................................................ 73

6. References ........................................................................................... 74

7. Appendix ............................................................................................... 83

7.1 Gantt Chart ........................................................................................ 83

7.2 Survey Questionnaire ........................................................................ 86

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Table of Figures

Table 1 Consumer Spending on Entertainment by income group 2013 ....................... 11

Table 2 Dimensions of Emotional States (Solomon, et al 2007) ................................... 17

Table 3 Five Stage Buying Decision Process Model ....................................................... 19

Table 4 Possible levels of customer expectations ........................................................... 34

Table 5 Gender Specification .............................................................................................. 48

Table 6 Age range ................................................................................................................ 49

Table 7 Occupation ............................................................................................................... 49

Table 8 Validity Figures ........................................................................................................ 51

Table 9 Reliability Figures.................................................................................................... 51

Table 10 Pearson Chi Square for Hypothesis 1 ............................................................... 54

Table 11 Pearson Chi Square for Hypothesis 2 ............................................................... 55

Table 12 Pearson Chi Square for Hypothesis 3 ............................................................... 56

Table 13 Pearson Chi Square for Hypothesis 4 ............................................................... 57

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Chapter 1: Introduction

1.1 Introduction

This dissertation is conducted to examine the determining factors which

positively influence buying behaviour of Mobile Gaming in Singapore, while

emphasizing the customer perspective in the entertainment industry. The main focus

of this dissertation will be about determining the significant factors which boosts the

mobile gaming success and how it can affect the success of a promotional

campaign. The main idea would be to discover how to carefully execute a marketing

scheme that ensures the customers would buy the products or services. The end

result of the scheme has a purpose of gaining success and optimal profit from the

products or services.

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1.2 Background

The entertainment industry can be considered as one of the largest, most

profitable business in the world, with an average household spending approximately

$2,482 on entertainment activity in year 2013, accounting to 4.9% of total household

spending. The entertainment industry falls under the category of indulgence in the

Hofstede’s cultural dimension as the main component in understanding the business

implementations (Hofstede, 2016). The entertainment spending amount is always

dependent with household income, which means the higher the household income,

the higher will people spend on entertainment activities in general. As depicted in

Figure 1, the percentage of household fee spent in entertainment differs by category,

as the budget spent on entertainment increases exponentially by each tier of income

group, with the lowest income group spent 4.5%, and the highest group spent about

5.2% on entertainment purposes, which explains that not only entertainment budget

increases within higher income groups, but it is still a fairly big percentage in the

lower income brackets, indicating the need for entertainment for people with different

economic backgrounds regardless of income (Statistics, 2015).

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Table 1 Consumer Spending on Entertainment by income group 2013

Sourced from Bureau of Labor Statistics (2015)

With Figure 1 showing that entertainment will be ever present part of every

household’s daily life, measures have been taken in managing how to market the

entertainment product in order to attract customers in buying the entertainment

brands and boost the consumers’ expectation about the product or service. A

successful management of customer expectation can increase the value of customer

loyalty, which in turn possibly results to an increase of the product sales value

(Parasuraman, et al., 1988). Further discussion regarding the independent variables

influencing the buying behaviour of mobile gaming customers will be explored in the

next chapters of the dissertation.

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1.3 Aims and Objectives

The Purpose of this study is to identify and evaluate the factors which

positively influence the buying behaviour of Mobile Gaming in Singapore. The

significance of this study will also promote ideas in how companies can manage their

marketing activities in a certain way so it generates positive response from the

customers in the mobile gaming industry, thus optimising the effectiveness of the

marketing campaign in Singapore.

The Research Objectives are:

To review the literature around consumer buying behaviour, brand

experience, brand image, customer expectation, customer loyalty and how

those concepts would apply and revolve around the concept of mobile

gaming.

To explore how the determining factors can contribute positively to

buying behaviour in gaming industry through online survey questionnaire

concerning the variables assigned to the research. The determining factors

include Brand Experience, Brand Image, Customer Loyalty, and Customer

expectation.

To process the data gathered using online questionnaire to find if the

Determining variables in the research are significant in influencing the buying

behaviour of Mobile Gaming products.

To understand the potential and business opportunities that can be

obtained by understanding how customers react to mobile gaming products in

Singapore by asking the participants about their experiences with a mobile

gaming product.

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1.4 Significance of Study

The conclusions found from this Dissertation will help understand the buying

behaviour characteristics of mobile game customers, it can also provide insight in

deducing a suitable and accurate way of how to reach and offer mobile game

products to attract the customer’s interest, ensuring the product is received and

perceived positively by the customer, generating more hype and expectation, which

results in customer loyalty. As for Academic Researchers, this study aims to provide

understanding in how to manage customer expectation in entertainment sector

nowadays.

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Chapter 2: Literature Review

2.1 Buyer Behavior

Buyer Behavior plays one of the key roles in determining the factors that can

affect customer expectation for the product to be released, as it plays a vital role in

influencing the final step of buying decision-making process significantly.

(Svatosova, 2013). As depicted in Figure 2, it is important to understand the core

mechanics in online customer behavior in the massively expanding virtual

marketplace, as 20 percent of internet users in several countries has already utilised

online sales service, while 50% of users in America has already utilised online

services to fulfil their daily needs (Constantinides, 2004), with over 210 million users

registered to be utilising online shopping behaviour in 2016, with a possibility of

increasing towards the figure of 224 million users in year 2019 (Statista, 2016).

This Section of the literature review will outline several important points that

serve as a vital concept towards the dissertation. Several topics such as Customer,

Loyalty, Customer Expectation, Brand Experience, and Buyer Behaviour determine

how the audience will respond in how they react in spending in Mobile Gaming

environment for this research.

Online customer buying behaviour is often influenced by a sudden, unplanned

and affective desire to buy something immediately called impulse buying behaviour.

It implies a powerful, often uncontrollable will to buy something that was not planned

in advance due to exposure to products which piques the curiousness and interest of

the buyer, such as new or limited-availability products, which causes the decision to

buy the items to be made quickly and hastily (Dawson & Kim, 2009).

Factors affecting the customer buying behavior can range from several

categories, which may include packaging. Ogba et al. (2010) expressed that one

such factor can include packaging, as they stated that packaging serves as one of

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the techniques that can be utilised to not only achieve functional purpose, but also

have become an important element in branding, positioning, and other

communication in designing an effective marketing communications campaign. In the

case of packaging targeted at children’s products, promoters use the attraction of

interactive cartoon characters to appeal towards the attention of children, making

them interested to buy the product not because they think it’s healthy, but because it

has wonderful characters illustrated in the packaging (Solomon, et al., 2007).

Khedkar (2015) has surmised that giving accurate information regarding the product

and quality has a vital effect on customer satisfaction in online shopping

environment. Liu, et al. (2008) has also stated that accurate informational quality of

products will improve the customer satisfaction in online shopping, giving a

significant positive effect for customer to continue their online shopping activity.

There are several situational effects which influence the thought process of

consumer behaviour, which are:

- Social and Physical Surroundings affects how a person utilises the product

usage and evaluation. The physical dimension of environment such as

décor, odour, environmental ambience and temperature can impact how

people consume their products and services. In some instances, the sheer

presence or lack thereof consumers in the shop or marketplace can

heavily impact the consumer buying decision, for example: when shopping

in a premium class branded products such as Louis Vuitton and Hermes, a

sparsely populated store would actually support a better buying

experience for the shoppers there as it would give the store a more

exclusive and branded feeling. Whereas a sports bar would look much

better and attractive if the place is crowded with people, as a sparsely

populated bar would look depressing and sad for people to visit (Solomon,

et al., 2007). Sandy and Kim (2009) also signify that marketers plays a

large part in influencing the buying behaviour by the customer by placing

marketing cues and stimuli to lure customers into purchase behaviour.

Customers can have an emerging urge to impulsively buy when they see

attractive visual cues such as discounts and other promotional incentives

(Youn & Faber, 2000).

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- Temporal Factors (Time): for most people, time is precious as it

determines the flow and schedule of activities done daily. Time Poverty is

a state felt by most customers where they are more pressed for time more

than ever before. The sense of time poverty has resulted in more

consumers to be more responsive and perceptive to marketing innovations

that would allow them to more effective and efficient to save time. For

example: instead of utilising cash to pay for their daily shopping cart in the

supermarket, cashiers nowadays are equipped with NETS Quickpay

scanners which would allow debit cards with NETS chip to quickly pay by

scanning their cards, allowing for a swifter and more responsive

transaction saving the time needed to count the money needed to pay the

groceries every day (Solomon, et al., 2007).

- Antecedents States: consumer’s mood can play a big part in influencing

purchase decisions. Pleasure and Arousal can determine whether the

person will react positively or negatively to the consumption environment.

Figure 1 indicates different combinations of pleasure and arousal stimuli

which results in different emotional states. Moods can be affected by

several notions, such as store design, weather, or other determining

factors which are designed to evoke specific feelings or reactions from the

consumer (Solomon, et al., 2007). Dawson and Kim (2009) also argued

that customer’s personality traits can greatly determine the degree of their

impulse buying tendency, noting that consumers with higher impulse

buying tendencies are more likely to be affected by the marketing

advertisements and promotional materials which leads them to engage in

more active browsing of the store’s products, and generally tend to give in

to urges to buy things impulsively.

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Table 2 Dimensions of Emotional States (Solomon, et al 2007)

- Task Definition is defined as the context or situation which the consumers

have found them in. it is common sense and logic for people to be

selective in their purchase decision making of the product depending on

the purpose and whom is it for. For example: people will be more price and

socially conscious when they are buying a product or service to be gifted

to other people, giving more thought and consideration towards the

corresponding person’s physical suitability and attitude, whereas that

person would not be so price conscious and be more instinctive in

choosing products for themselves (Solomon, et al., 2007).

- Shopping Orientation: Reasons for people to go shopping can play a big

part in the buying behaviour. Social motives manipulates how people go

about and conduct their buying process, such as the notion which states

that women “shop to love”, while men “shop to win”, because most women

find fulfilment and satisfaction in browsing items to find what they need,

while men mostly are more goal driven and are satisfied when they found

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an item that signifies their superiority and expertise knowledge regarding a

certain subject or topic (Solomon, et al., 2007).

Raposo and Ferraz (2013) has suggested that there are several factors that

shapes the buying behaviour of customers, such as the brand itself, which

differentiates the product according to the image they possess within the item itself.

It was found that good brand management can lead towards customers developing a

strong sense of brand awareness and loyalty who are more likely to avoid brand

switching behaviour, thus lowering the chance of impulse buying behaviour. It was

also argued that price is a very determining factor in product choice and impulsive

purchase, especially in lower income groups (Pollard, et al., 2002). In-store product

exposure (product displays) also enhances the chance of attracting awareness from

the consumers and leads them to buy impulsively (Hodge, 2004).

Comegys et al. (2006) surmised that Electronic commerce gives several

new ways for marketers to gather information about the product they are interested

in, as the flexibility and purchasing options presented by internet provides options

aplenty for customers to do research about the product they want. The study

assumes the buying behavior has developed the five stage buying decision model to

gain a better insight about the customers and their respective buying behavior.

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Table 3 Five Stage Buying Decision Process Model

Sourced from Comegys et al (2006)

2.1.1 Need Recognition

The first step in the buying decision making process begins with Need

Recognition, where the buyer identifies the discrepancies or difference between their

current actual state and the intended state that they desire. This stage can be

triggered by both internal stimuli such as hunger, thirst, and heat, or by external

stimuli such as passing in front of clothing store which stimulates the need to buy

new clothes.

There are other factors that influence the need recognition between

customers; it includes demographic factors such as age, income, education, and

gender. Perception plays a huge role in affecting how the consumers assess their

needs and situations, which means that perception would not only affect the need

recognition phase but also other phases in the customer buying decision process. It

is imperative that the marketers are able to examine the consumer needs in order to

understand the progress and trends it develops. Big multinational corporations uses

a lot of advertising , sales personnel and packaging to help consumers identify their

need recognition based on on-going problems, trends and periodic tendencies in the

society, or to increase the gap between their own desired state and current actual

condition (Negricea & Edu, 2015)

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2.1.2 Information Search

The next stage in the buying decision process is Information Search, the

process where the consumer utilises different channels in order to gather information

about different products, while possibly contemplating about other alternatives and

options that is available. There are two levels of arousal process in information

search, which are passive and active informational search. In the milder passive

state, customers are more aware towards the features and functionality of the

product that they search, while only interested about the different products that might

be suitable for them. While in the active stage of information search, customers are

more involved and engaged in conversations and activities that will help them reveal

more information about the product and services itself, while also looking for other

possible alternatives products or services that relates to the benefits that the product

may give (Comegys, et al., 2006).

2.1.3 Evaluation of Alternatives

Consumers tend to consider other options that may fit the purpose or

objective that they are pursuing by researching other viable substitute products. As

consumers process their needs and wants, they get a clearer picture of what other

products is available, then it is time for them to progress from the evaluation step

onto the actual purchase decision making. The value of the brand itself presents less

influence in determining the alternatives, as consumer will be less sensitive and

selective in their valuation of alternatives, opting to focus on getting the best function

to value items available as a substitute item.

It is possible for marketers to utilise the digital platform of internet to

accurately target their advertisement by keeping a record of each their customers so

that they can accurately place their advertisement to the right target market, ensuring

optimal effect to attract the customers to buy their product. The marketers have to

understand the nature of competition and strategic market positioning by assessing

the customer’s product selection criteria, allowing them to narrow down the

differentiation of products on various market segments (Negricea & Edu, 2015).

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2.1.4 Purchase Decision

This is the stage where the consumer has already settled his choice for the

certain brand out of many existing ones out there, and moving on towards the

purchase transaction of the product, which can be done digitally through internet or

by face to face transaction with the seller/retailer. Face by face transactions usually

includes several additional services or agreement such as warranty, maintenance

agreements, free installation of products, and discounts (Negricea & Edu, 2015).

Comegys et al (2006) has stated that there may be two factors that exist

within the evaluation and purchase stages. The first is attitudes of others, where best

friends and peers may pressure the customers into changing their preference for

certain products even if they already settled their selection beforehand. The second

factor involves the change of situation that affects the attributes of the product, such

as change of price, trends and other environmental effects. Impulse buying behavior

plays a big part in the purchase decision as well, where some categories of impulses

are just genuinely irresistible, especially physical buying impulses. However

impulses can be controlled when the customers themselves are self-aware of their

own impulsive temptations, allowing them set particular standards and norms to

themselves, resulting them to less likely act based on impulse. When a customer has

succumbed one too many times towards impulsive behavior, their mental state will

likely to form a certain kind of motivation to stop these impulsive actions, although it

may not guarantee a change in repeating these acts, it would likely to make a

change towards impulsive buying behavior.

2.1.5 Post purchase behavior

The service from the seller or marketer continues after the sales were made,

with post-purchase services. It is vital for the seller to keep the customers happy

even after the transaction is made to ensure the longevity of their business for the

long run. With good post-purchase services, sellers can ensure the loyalty and

satisfaction of the customer, retaining the customers’ interest and further

transactions in the business.

Keeping the customers satisfaction high is vital both in physical and online

retailing sales market. Comegys et al (2006) has surmised that one of the most

important aspects in factor which boosts customer satisfaction in e-commerce

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market is the convenience It brings compared with conventional offline shopping. It

goes without saying that when a customer finds the post-purchase services

unsatisfactory they will voice their dissatisfaction by complaining and giving the seller

bad reputation, then move on towards another similar competitor which provides

better service. Therefore it is important for sellers to keep their customers happy with

adequate post-purchase services and policy.

Other than customer satisfaction and loyalty, post purchase actions include

brand preferences and repurchase intentions and how they correlate to each other.

Customer satisfaction progresses into customer loyalty, and loyalty converts into

brand preference, and the strength of brand preference leads into positive

repurchase intentions.

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2.2 Current state of mobile gaming entertainment in

Singapore

Mobile games counts as one of the more personal and accessible forms of

entertainment in this modern era of technology, one where the customers would

often be willing to pay for better services. The popularity of mobile games are

expected to continue growing exponentially as more and more mainstream mobile

phones and devices being sold now are capable of running almost every mobile

games. As a country with a multi-cultural population of 5.5 million people as of 2015,

Singapore culture are shaped with a healthy mix of local and foreign trends

embedded in their lifestyle (Department of Statistics Singapore, 2015). Singapore’s

entertainment scene has been largely centered over various multi-faceted shopping

mall districts ion the center of the city such as Orchard, Somerset, and City Hall.

These city suburban malls have grown larger and equipped with a much more

diverse service outlets and entertainment providers. And by utilizing a mix of artistry

and attractive merchandising which closely follows the current consumer trends,

malls are positioning themselves seamlessly to attract shoppers outside the retail

area. The purpose of the entertainment scene is to help retailers and sellers to build

a successful strategy to retain sales and attract new customers. With the amount of

shopping district malls and nature attraction available in Singapore, Mobile games

with geo-location features like Pokemon Go are able to make use of these locations

as a interactive feature within in-game experience. Therefore, with the purpose of

staying competitive in the current era of modern entertainment, it is important for

sellers to find a niche product that would complement the current entertainment

trends that would satisfy customers and transform the ordinary entertainment into

something extraordinary for customers (Ibrahim & Chye, 2002).

Mobile Games are games that are usually available for purchase inside

mobile phone software, allowing mobile phone users to play entertainment games on

their mobile phones during their time of leisure moments. Mobile games may seem

minor compared to other forms of gaming such as computer and console games in

terms of size, depth, and prize, however mobile games provide advantage towards

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the community through sheer flexibility and convenience. Computer and console

games may require the customer stay tuned in front of the device while they are

enjoying the entertainment, whereas mobile gaming allows the user to enjoy the

content at any location and anytime, making it a more valuable and prospective

attraction for customers of all ages and background.

Despite mobile gaming having less expensive budget and investment poured

toward its development than its console counterparts, the mobile game industry has

profited at a total of $34.8 billion across the world, comprising a total of 85% total

mobile apps revenue in 2015. The growth and profit of mobile gaming has rivaled

consoled and PC gaming in 2015 (Venture Beat, 2016).

There are several reasons why mobile gaming appeal more to the general

population of all ages and background compared to their console and PC

counterparts (Ong, 2016):

1. Mobile Games provide more mobility and convenience than its console

counterparts. Casual gamers often have limited time and opportunity to

play games due to other commitments in their real life, which is why they

found mobile game to be convenient due to the ability to play it between

their daily routines such as during travelling or while waiting for someone.

Mobile games such as Candy Crush are designed in such a way that it

only require the players to commit only around 3-5 minutes of their time for

each level, while other games such as Pokemon Go actually requires the

players to go outside of house for the game to progress. The ease of

access by mobile gaming attracts interest from people of all demographic

backgrounds to be able to enjoy the experience without being constrained

by their daily duties.

2. Mobile Games often offer players incentive and motivation to tune in the

game regularly. A common feature of a typical mobile game is that it will

present the player with a reward for playing the game at a regular interval.

Incentives such as bonus items or accomplishments for daily logins inside

the game keeps the player hooked and interested in keep playing the

game, without being constrained by location and convenience presented

by the form of mobile phone.

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3. Freemium Games. Some mobile games are often identified to adopt a

“Freemium” strategy to generate their revenue from the product. A mobile

game might come out as a free product in the app store, but when the

customer plays the game for a certain period of time, the game might offer

certain deals and offers which allows the user to advance more quickly

inside the game with a small payment of money, the deal may appear as a

bargain for the first time, but can accumulate over time with repeated

purchases.

4. Mobile games often adapt their content with the local culture. Games that

follows the tendencies and trends of their native habitat tends to appeal a

wider audience due to the higher acceptance level of the local populace.

The impact of mobile gaming towards the everyday lives has risen quite

considerably recently with the release of Augmented Reality (AR) games with

Pokemon Go being the forefront runner of the development of AR games.

Augmented Reality is defined a real-time or indirect view of a physical world

environment that has been enhanced or modified by adding virtual computer

generated content into the experience, which provides a interactive experience for

users with 3D features which combines real and virtual objects (Carmigniani, et al.,

2011). Not only providing excitement of real word interactions, but Pokemon Go’s

success had also led to a healthy phenomenon, which are an increase in physical

exercises, because the game itself encourages users to walk around from location to

location in search of in-game pokemon, therefore promoting health and fitness to its

users in the society (Oliver, 2016).

Pokemon Go hosts an interactive way for users to play the game as they can

turn on their cameras to ‘catch’ the pokemon seemingly in real life anytime and

anywhere, adding the said pokemon to the ever increasing collection of your virtual

storage bag. Pokemon Go became such a global phenomenon because it combines

the elements of nostalgia with futuristic aspects of augmented reality, where the said

feature would not have been available when the Pokemon first became popular in

the 90s, and it adds a sense of purpose that really connect the audience with

surrounding environment and community around them (Marketing Interactive, 2016).

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As the intellectual property owner and co-developer (along with Niantic

Corporation) of Pokemon Go, Nintendo is expected by J.P Morgan analyst Haruka

Mori to have profited approximately US$292,000,000 monthly from Pokemon Go’s in

game app purchases revenues, which would ultimately account into an annual raise

of US$ 244,000,000 in income alone (Mochizuki, 2016). One of the main providers of

mobile broadband in Singapore, StarHub Mobile has predicted that Pokemon Go

would increase the average usage of mobile data by 100 MB to 300 MB monthly

once it is released in Singapore, increasing the average subscriber data usage from

3.3 GB to 3.6 GB in Singapore (Lee, 2016).

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2.3 Brand Experience

Brand Experience is another huge factor in consideration for shaping the

buying behaviour of mobile game products and services. Brand experience has been

defined as a dimensional construct that explains how customer loyalty is materialised

(Herbjørn, et al., 2013). The study also notes that there are four factors which helps

construct the overall brand experience of a product or service, the first one being

Sensory which entails how the brand makes an impression, the second factor is

Affective which details how the brand evokes feelings and sentimentality, the third

one is Behaviour (how the brand involves activity), and the last factor is Intellectual

which explains how the brands initiate thought processes in people (Brakus, et al.,

2009).

Johar et al (2005) argues that brand experience can be different to other

factors that constructs a brand identity, since it involves a process which are related

with evaluations based on affective reactions and beliefs, and can even take place

when the customer themselves are not actually interested or do not have a personal

connection with the brand. It means that customer will always cognitively form a

brand experience with every product even when they do not enjoy using the product

itself. However, Shamim and Butt (2013) Also pointed out that it is more logical for

researchers to focus more with the potential of brand experiences transforming into

preferential treatment for a certain brand, because brand related experiences have a

tendency to become a part of customer’s long term memory in forming brand

associations, therefore making it possible that these associations can lead to

building attitudes which would develop into brand credibility, loyalty, and preference.

While Morrison and Crane (2007) has suggested nowadays consumers do not only

pay for products and services, but rather they are paying for the unique experience

that they expect the outcome will provide them. It is very important for a product or

service to fully satisfy the customer expectation so that they will give more

preference to the same brand of product or service in the future (Ali, et al., 2015).

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The example of how brand experience would affect the success of a product

can be seen in Pokemon Go product. Pokemon Go hosts an interactive way for

users to play the game as they can turn on their cameras to ‘catch’ the pokemon

seemingly in real life anytime and anywhere, adding the said pokemon to the ever

increasing collection of your virtual storage bag. This experience of playing mobile

games where the flow of gameplay revolves in moving around in real life locations

(location based games) aligns with previous researches about mobile games with

new possibilities of mobility (Han, et al., 2005) and the capability from the game to

incorporate dimensions of the real world and social surroundings into the game

(Peltola & Karsten, 2006). Pokemon Go became such a global phenomenon

because it combines the elements of nostalgia with futuristic aspects of augmented

reality, where the said feature would not have been available when the Pokemon first

became popular in the 90s, and it adds a sense of purpose that really connect the

audience with surrounding environment and community around them (Marketing

Interactive, 2016).

This research will explore about the extent and possibilities that a unique

brand experience in mobile gaming can contribute towards the success of the mobile

gaming product by influencing the buying behavior process of customers towards it.

Therefore it can be assumed that:

H1: Brand experience influences the buying behaviour of product or

services in the Mobile Gaming product.

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2.4 Brand Image

A positive brand image would have a good influence on consumer behavior in

terms of strengthening loyalty, giving additional incentive and reason for buyers to

buy higher-priced premium products of that brand, while promoting a positive word-

of-mouth within the community. Some marketing tools that can be utilised in forming

brand image are the brand name, colors used, logo, symbols associated with the

product, advertisements, and the emotion imbued within the purchase point of the

product and all other types of promotion (Arslan & Altuna, 2010).

An effective use of brand image can lead a new way towards growing the

brand towards new category or market, paving a new solid platform towards

successful Brand Extension. It occurs when a company uses an established brand or

product name to introduce a brand new product into new category. By applying this

method, customers who already formed an existing image about the established

brand will carry on the positive image towards a new product, making it easier for the

firm to market the product with the existing reputation of the established product,

allowing for easier market penetration and saturation. There are two kinds of brand

extensions: Horizontal and Vertical extensions. Horizontal Extension happens when

the established product name is used to extend towards the same product class or

categorically new brands, whereas vertical extensions utilises introduction of a new

extension in the same product category but different price quality and level (Arslan &

Altuna, 2010).

Nguyen and Leblanc (1998) stated that Brand image signifies the portion of

physical and emotional characteristics identified within the product or service by the

customers which includes company name, tradition, reputation, pricing level, and

quality of communication shown by the outcome provider to their customers. While

Chun and Davies (2006) projects corporate image as a several dimensional structure

of five factors, which are Agreeableness, Enterprise, Chic, Competence, and

Ruthlessness. Agreeableness represents Social trust and responsibility, enterprise

gives a measure of innovation and progress, whereas “chic” is defined as

sophistication, while Competence relates to effectiveness and efficiency in

implementing business, and ruthlessness reflects how controlling and autocratic the

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organisation can be in their business activities, which can possibly reflected as a

negative aspect in influencing the customer expectation regarding the product. A

research points out that perceptions, feelings and attitudes may possibly be

constructed by existing customer response to organisation’s strategic intent,

materialising in the corporate mission and vision of the company (Minkiewicz, et al.,

2011).

Livingston et al (2011) demonstrated that game reviews from friends or official

third party websites (i.e game websites) can generate biasing effects in the

customer’s mind, causing them to rate the quality of the game to be lower than it

should have been after reading positive reviews, proving that game brand image can

affect the overall experience of playing games. This research will delve deeper into

how brand image of mobile game products can be a vital part in influencing the

buying behaviour of mobile games.

On the other hand, Schchiglik et al (2016) argued that the gaming market

experience has displayed while the game’s brand image may initially be able to

attract customers into buying their game, it does not guarantee success. Rather, the

customer’s perceived quality is the main factor which determine the long run success

of a game, while also pointing out that usually unsuccessful mobile games were

caused by lack of understanding in the gameplay quality from the customer’s

perspective and how their needs can be met over the mobile device medium

(Shchiglik, et al., 2016).

Therefore it can be assumed that:

H2: Brand Image influences the buying behaviour of a product or

services in the entertainment industry.

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2.5 Customer Loyalty

Customer Loyalty Is defined as the buyer’s attachment and commitment

towards a certain particular product with specific brand or unique attribute,

developing into an enduring desire to stay connected towards the updates and

development of that product or brand (Chung Yu & Li Wei, 2012). Marketers strive to

improve and maintain their customer relationship management by introducing

several customer loyalty programs directed to build stronger bonds with the

customers and build towards sponsoring brand or firm’s programs. Sellers and

marketers implement their programs that promote emphasis on maintaining

customer retention and intensifying the purchase frequency (Lacey & Sneath, 2006).

Successful customer loyalty scheme usually involves a certain brand

attributed to its element of success. Brands are the vital part of marketing and

business strategy as it is considered as an intangible asset, being able to generate

wealth through strong attachment of loyalty, discouraging the action switching

brands to another one. However, the concept of brand loyalty can be a double-edged

sword with so many competitive brands competing on price in the market, as

sometime the failure of the brand to adapt towards the rising trends in the society

can quickly erode customer loyalty, causing the customer to switch towards other

brands (Mascarenhas, et al., 2006).

Pokemon Go becomes so popular within all age ranges globally due to the

legacy the Pokemon Brand has established since their initial popularity in the 1990s,

where Pokemon became popular with kids and teenagers within the age range of 10-

25 years old. Now in the 2010s, the said kids and teenagers had grown up and may

have changed their choice of entertainment, but since Pokemon have been such a

large part of their childhoods in the 1990s, the emergence of Pokemon Go has

evoked their sense of memory and nostalgia of happy childhood memories, therefore

resulting them in more likely developing a sense of interest and even trying the

product since they also enjoy to play other mobile games. The futuristic elements of

Augmented Reality and sense of nostalgia has thus propelled Pokemon Go to be

popular for such a huge demographic range in the community.

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This research aims to clarify the effect that sense of loyalty might have in

generating the buyer behaviour from customers to play certain mobile games.

Therefore it can be assumed that:

H3: Positive outcome of Customer Loyalty affects the buying behaviour

of the product and services

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2.6 Customer Expectation

Established companies have carefully considered their brand equity in

shaping and managing the expectation of their customers, as it can generate higher

consumer preferences and purchase intention (Shafi & Madhavaiah, 2014). The idea

of customer expectations management has been widespread since the new era of

modern digital frontier, with mobile gaming developers exercising the use of every

available medium and platform to communicate their intended message to

customers accurately (Penttinen, et al., 2010). Managing expectation plays a vital

part in defining how a certain product or services are perceived by both general

customers and product users. There are several approaches taken beforehand by

researchers in defining managing expectations. A perspective states that

understanding the expectations of customers is a perquisite of delivering outstanding

services, because customers evaluate the quality of services by comparing what

they expect of the services with their perceptions after receiving the services itself,

which is why a model is constructed to manage expectations effectively (Robledo,

2001). Predictive expectations are defined as the consumer’s anticipation in figuring

the performance level of a product or service, which according to Tam (2001), it can

guide the purchase decision making of customers, and may serve as a benchmark

for which service performance is evaluated during and after service process is

implemented. However, Parasuraman et al (1988) argued that the expectations that

are generated from the predictive expectations are not fully accurate and consist a

hefty degree of uncertainty, leading to suggest that expected level of a service are

formed during the service consumption. The theoretical statement from these

researchers seems to suggest that these predictive expectations can vary from

person to person due to unique perceptions each different person can adopt in their

life.

Carman (1990) has stated that consumers past experience of usage are one

of the main factors that influences their expectation regarding a product or service.

When a consumer has already had previous experience utilising a product such as a

Smartphone, then consumer will likely to have a predictive expectation regarding

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what they can anticipate out from the later versions of the smartphone, however the

same cannot be said for first-time smartphone users.

Teas (1993) outlines that there are several levels of customer expectation that

serves as reference points comparisons. People has an intuitive sense of what to

expect out of a product or service, which means that firms need a deeper and more

thorough comprehension of customer’s expectation in order to appropriately

measure and manage them. The figure below outlines the possible level of customer

expectations in regards from a customer.

Table 4 Possible levels of customer expectations

Sourced from (Teas, 1993)

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Vass (2005) surmised that business promotion is a prime example of effective

marketing nowadays, with free demonstration or “freebies” items giveaway are good

ways to promote the company’s product and generate attraction for new products

that you are about release. Examples of promotional material methods can include:

- Give free demos: This one of the most frequently practiced methods of

promoting materials for products. By being creative and interactive with the

demo materials will likely create an impression with the target audience

and will help solidify the benefits of the product with the potential buyers.

For example: a test drive of one of the new car models or products are

necessary for automobile manufacturers not to promote their items

towards consumers, but also to put the product in a test market and gain

outside feedback regarding the dynamics and aspects which can be

improved with the product (Vass, 2005).

- Free Consultations: it enables the company or person to showcase the

expertise and benefits of the product or services being offered, while

giving the audiences a good idea and impression about what business can

benefit them. It involves a pressure and commitment-free environment for

the target consumer and seller to interact and know more information

about each other, potentially developing a good business relationship with

each other (Vass, 2005).

- Organise a free Seminar: a seminar should be informative and contains an

educational session that genuinely gives the customer solid information

that helps them improve their issues and making them more proficient in

what they do, rather than filling the session with sales pitches that are

directed towards luring the customers into paying for the services. (Vass,

2005)

Therefore, from this section the research will assume that:

H4: High Customer Expectation Contributes towards buying behaviour

of mobile gaming product and services

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Chapter 3 Methodology

3.1 Quantitative and Qualitative Research method

The main Talking point of this dissertation is how mobile gaming will make an

impact in Singapore in terms of sales and profit; therefore it is imperative to gather

more data and statistical analysis regarding the usage and popularity of mobile

games in Singapore. There are two kinds of research methods that can be utilised to

generate measurable data, which is Qualitative and Quantitative method.

Qualitative research method is mainly conducted in order to gain a deeper

understanding and insight about the concept, rather than the degree or

measurement of the subject. The nature of this method tends to be sensitive which

covers the wider context of the argument, which is good at uncovering the

atmosphere and nuances embedded within the response of the participants

(Mcgivern, 2013). This method is suitable to find out deeper and more detailed

knowledge of a specialised topic in a microscopic manner, by investigating every

external and internal factor which influences a certain outcome in the research.

Quantitative research method is mainly conducted by collecting data from a

large sample group in a very structured and standardised way. The nature of this

method tends to have an objective of measuring the degree of significance based on

majority and certain responses. There are two methods of quantitative research,

which are observational and interrogative methods (Mcgivern, 2013). This method is

suitable to measure the significance of a certain topic in the study or objectives by

collecting appropriate responses from a specified sample group. For the purpose

and objectives of completing this research, Quantitative research method will be

utilised to gather and process data for the researcher, since a quantitative research

is more suitable to cover a wider range of demographic subject participants’

responses (such as the mobile gaming users in Singapore), and measures the

responses in numerical descriptive data. The quantitative online survey

questionnaire method is chosen for this research because it allows for a large

amount of responses to be gathered from many people in time-efficient and cost-

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effective manner. The main purpose of this study is to gain insight about the

determining factors that affects the buying behavior of mobile gaming products,

therefore by measuring responses using statistical quantitative data is more

applicable and time efficient, while giving the researcher reliable data about the

customer’s characteristics (Field, 2009).

There are two kinds of resources that can be gathered to measure the impact

of mobile games in Singapore, which is primary and secondary data. Primary data is

the data that is collected using quantitative or qualitative methods conducted by the

researcher themselves, and on the other hand secondary data is gathered by

studying other researcher’s resources who shares similar concept and objective in

their research.

The data in this research will be gathered with an online web survey

questionnaire. Survey Questionnaire is one of the frequently used tools for gathering

information from a large number of respondents at a relatively low cost, however

several protocols needs to be observed in order to maintain the integrity and

trustworthiness of the survey progress. Surveys also allow the researcher to test

theoretical propositions, which in this case the hypotheses are identified in the

literature review, and provide ways to ensure its external validity, and for these

reasons surveys will be used for this research (Terzioglu, et al., 2013). With the

survey data that has been gathered, the research gains insight towards the ability to

measure a more precise deduction on an uncommon study area with the purpose of

lessening cultural prejudice and bias (Perkins, 2004)

With the main purpose of this study being to figure out the factors and

determinants of why people are interested to utilise mobile gaming as their

entertainment, it is appropriate to use survey/questionnaire to obtain data from

mobile gaming users, as the information gained from the survey will be really helpful

in determining the significance of said factors.

The secondary data gathered by reviewing previous studies on e-commerce

and mobile gaming will be useful to provide additional knowledge and information to

serve as comparison and verify the validity of the primary data gathered, while other

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relevant statistics such as the usage and popularity of e-commerce and mobile apps

will serve as valid background information for said information.

3.2 Target Population

Target population is defined as a group of elements which the survey will

make subject of the research topic, they are finite by size (countable), usually they

also have a measure of valid understanding within the target of the research itself

which makes them viable as research subjects, and they are accessible for the

research to reach out and be observed by the researcher. Target population usually

are identified with some time restriction which makes them viable for research. For

this research, the target population will be Singaporean citizen who are at the

minimum age of 18 years-old or older adults who reside within the Singaporean

household (Groves, et al., 2011). The target population can also be defined based

on the current situations and conditions that surfaces from the theory being tested or

when there are concerns appearing from the policies applied, meaning that the

target population can also be determined due to the specific conditions and situation

which apply to the research, instead of relying purely on the demographics and

environments which shapes the target population (Henry, 1990).

Based on the research topic and objectives, the target population for this

dissertation would involve the population of Singapore which specifies people living

in Singapore who downloads and plays mobile games in their hand phones or

tablets. People who own mobile phones but yet never downloaded or play mobile

games in their handheld devices cannot be considered to be a target population

because they do not have the perquisites or understanding in answering the survey

questions posed by the researcher, which mainly concerns about the experience,

nuances, and emotions of playing a mobile game on a handheld device, and also

about the thought process aligned with how customer make their decision to pay for

a mobile game product.

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3.3 Description of Variables

There are two types of variables involved here which is independent and

dependent variables. The Dependent variables are the main interest and purpose of

the research, by applying the effects of the independent variable into the dependent

variable; researchers are able to figure out the significance and purpose of the

research. The independent variables are the factors which greatly affect the outcome

and state of dependent variables. In certain situations it is possible that the

independent variable may not greatly affect the outcome of the dependent variable,

proving the insignificance of the hypothesis (Leatham, 2012). The survey

questionnaire is structured with regards in measuring how the independent variables

would affect the state of research topic and its significance (Tu, 2008). The

dependent variable in this research is the Buying Behaviour of Mobile Gaming, while

the independent variables are Brand Experience, Brand Image, Customer trust, and

Customer Expectation.

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3.4 Sample Size

In finding out the correct sample size, this research has adopted a simple

random sampling method to calculate the sample size. This method gives an

implication that the variability of accuracy percentage response is homogenous from

the population, therefore a simple random sampling which allocates samples

thoroughly within the population is very suitable to estimate the sample size

(Buddhakulsomsiri & Parthanadee, 2008). The minimum sample size are calculated

using Green’s Formula (Burmeister, 2012):

N > 50 + 8p

Where p is the number of predictors

N is Sample Size

Considering the independent variables value at 4, the minimum sample size

(N) will be valued at minimum 82 respondents, with the data gathered using Google

Forms online questionnaire.

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3.5 Data Collection method

The primary data in this research is collected with a method of self-completion

survey questionnaire with online administered spread through Google Forms

software. Online web questionnaire is chosen as the method of collection because of

the wider reach it has on the target, with 88% of Singaporean households have

internet access in their daily lives by 2014, it would ensure reliable accessibility for

the researcher to reach his intended sample targets (Infocomm Development

Authority of Singapore, 2014). Online surveys are often valued for their flexibility as

well, being able to reach the intended samples with several formats such as email

invitation, email with embedded surveys, email with a link to survey, shortened URL

link which can be spread via social media, etc. in addition, online surveys can be

tailored specifically depending to sample’s demographics, language, and experience

(Evans & Mathur, 2005). Online surveys are also generally more cost effective than

having traditional offline surveys as it requires little to no physical resources to be

procured in order to undergo the surveys (Roster, et al., 2007). In addition, the online

survey questions will include participants profile and demographic questions, with

questions concerning the variables of the research to be measured with responses

on LIKERT scale from 1 to 5 to ranging from Strongly Disagree, Disagree, Neutral,

Agree, and Strongly Agree to accurately measure the responses from participants.

The Secondary Data was collected by referring to various peer-reviewed

journalistic and academic literature papers available in university library and online

library resources. The researcher studies and refers to various topic-related

academic papers in constructing the Literature Review of the research in order to

gain deeper understanding of the topic and its possibilities from previous known

researches. The researcher also utilises the academic and journal articles to help

determine the accurate and suitable methods for data collection and data analysis in

progressing his research (Dunn, et al., 2015). The researchers also refers to

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demographic facts and figures available in the internet to gain more understanding

regarding the nature of its target population, with statistics to help illustrate the

nature of the environment for research.

3.6 Pilot test

Pilot testing means to find out if the survey or questionnaire the researcher

has constructed will accurately capture the purpose of the research by trying it out

first on a small number of people, in order to identify and eliminate potential

problems. Usually the pilot test subjects will also give feedback regarding

suggestions and improvements that can improve the quality and accuracy of the

questionnaire such as avoiding culturally sensitive questions, wording, and typos.

The pilot test sample size is usually small, within 15-30 respondents to test the

questionnaire (Malhotra, et al., 2006).

This research conducted its pilot test by spreading the questionnaire to

around 20 respondents who fits the criteria and specification of the sample size of

the research, which are mobile gaming users in Singapore.

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3.7 Data Analysis Method

The method utilised to analyse the collected data will be using Microsoft Excel

and SPSS software. The research will also adopt Pearson Chi Square analysis in

analyzing the data along with SPSS, which will examine the significance of how the

independent variables (Brand Experience, Brand Image, Customer Trust, and

Customer Expectation) will influence the dependent variables (buying behavior in

mobile gaming Product). Interpreting an output value from Pearson Chi Square

analysis takes form in a bewildering range of numbers and symbols, but it is fairly

straightforward and comprehensive if being processed in a systematic way. Pearson

Chi Square test measures the value of Asymptotic Significance in the variables,

which indicates whether the degree of influence of the Independent variable towards

the dependent variable is significant (below 0.05) or not significant (above 0.05). This

method of analysis testing is relevant to my study because it can accurately test the

degree of confidence and influence which an independent variable has over the

dependent variable (Field, 2009). Computer programs such as SPSS and Microsoft

Excel may display the output differently, but generally are presented in Chi Square

Tests to test the significance of the hypotheses (Zikmund, et al., 2011)

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3.8 Validity and reliability

Validity in research methodologies is defined as how accurate does the

research manages to fulfill its research objectives and purposes (Magasi, et al.,

2012). There are 3 kinds of validity aspects that need to be considered in scientific

researches:

- Content Validity: It is defined as the degree to which elements does the

research instruments are relevant to, and related to the targeted contruct of a

particular research purpose. Content validity are generally divided into two steps,

which is the development and judgment steps. The development steps consist of

domain identification, item generation, and instrument formation. While the judgment

process typically involves asking the experts to evaluate the research itself (Tojib &

Sugianto, 2006)

- Internal Validity: is defined as how the questionnaire or survey would fulfill

the conditions that the study would represent. If the environment or situation is not

relevant to the study, therefore the study does not have to consider those variables

for internal validity, which means that internal validity must at least deal with the

independent variable for the research to become valid (Steinfatt, 1991).

- External Validity: is defined as how this questionnaire or research can be

applied towards a more “generalised” situation and other people. It can only be

assessed by gaining a better understanding about how the focal variables in one

theory react with other moderator variables that are seen as irrelevant earlier in the

research methods (Lynch, 1999)

Reliability is defined towards how the operations and procedures of the

research questionnaire can be repeated by other parties and researchers which

would likely achieve a similar outcome, with the extent that assuming all interviewing

techniques and procedures remain consistent (Riege, 2003).

The research utilises the Bartlett’s sphericity test and the Kaiser-Mayer-Olkin

(KMO) index to determine the validity level. The Bartlett’s test compares the

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observed correlation matrix towards the identity matrix to check whether a certain

redundancy exists between the variables that can be summarized within a number of

factors. If the variables are perfectly correlated, then only one factor is sufficient.

The Kaiser-Mayer-Olkin index (KMO) checks if the research can factorise the

original variable efficiently using the correlation matrix as the starting point, then

compares the correlation values between variables and certain partial correlations. If

the value of the KMO test is above 0.5, then the correlated variable is deemed

significant, and if the value is below 0.5, then the correlated variable is deemed

insignificant to the outcome of the research (Field, 2009).

The significance level will also be used in measuring the validity of the

research. It determines the probability of null hypothesis being rejected when it is

true. When the value of significance level is 0.000, it means the variable is

significant, but when the significance level is greater than 0.000, then it means the

variable is insignificant (Verdam, et al., 2014).

Cronbach’s Alpha will be utilised to measure the internal reliability of the

research. The SPSS software will calculate the alpha coefficients ranging from 0 to 1

value, where the value 1 represents perfect reliability value and 0 represents the no

reliability value. The general acceptance level of reliability is represented by a

minimum coefficient value of 0.7 as a reliable value (Sijtsma, 2009).

In measuring reliability and validity of the research the aforementioned pilot

testing in the sub-section above is necessary.

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3.9 Limitations

The main limitation found in conducting this study will be about the

challenges concerning the survey methodology. One of the main constraints in

quantitative survey questionnaires are time-related constraints, where the problem

lies as the participants might not have enough time to respond to the surveys,

because being overworked or just don’t have enough time to finish the survey. Other

limitations also lie in where in a quantitative survey, participants’ responses are

usually limited towards the questions posed by the survey only, whereas in real life

situations the participants might want to share their own inputs or suggestions

towards the researcher, but unable to do so due to the structure of the questionnaire

(Delva, et al., 2002). The second limitation of the research lies in the demographic

conditions of the research, where in this case it is limited towards the people living in

Singapore, as the research itself are being conducted in Singapore, so the

responses recorded in the survey questionnaire might not reflect the views of people

around the world as a whole, as Singapore has their own set of unique cultural and

demographic characteristics, so the findings of the research is only limited to the

scope of how mobile gaming might work in Singapore. The third limitation would be

about the number of variables as they may be other determining factors that affects

how mobile gaming might work in Singapore and how it might affect the customer

buying behavior in Mobile Gaming, therefore without exploring more thoroughly

about other determining factors other than the ones listed in this research, the data

may be limited and cannot be applied to other scopes of research application (Pei-

Shan & Hsi-Peng, 2014).

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Chapter 4: Findings and Analysis

This is the section where the data and findings gathered from the primary data

research of Survey Questionnaire will be discussed and analysed with

aforementioned methods of testing processes. The online survey questionnaire was

conducted in August 2016 with a total of 105 participants fulfilling the minimum

sample size of 82 respondents. The findings and analysis of the survey are

processed using SPSS version 20 software. All 105 results of the survey filled by

participants are completely filled with no questions left unanswered by all

participants, ensuring the quality of responses from all participants to be included in

the research.

4.1 Data Description

As seen in the 4.1.1 Figure, the participants of the survey questionnaire

consist of 105 people who are 56 Male, 47 Female, and 2 people who prefer not to

specify their genders, which means that 53% of the survey participants are male and

the 44 % is female, while 2% prefers not to specify their genders due to certain

reasons. From the findings of the survey, it can be assumed that the tendency to

play mobile games has existed predominantly with both male and female genders,

with male users having slight numbers superiority within the context of this study.

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Table 5

Based on the questionnaire data on the participants, the results indicate that

the demographic age range of mobile gamers for this research ranges from 18 all the

way to 40 years old, with the majority of the 46% participants filling the questionnaire

are aged between 22 to 27 years old. Participants aged between 18 to 22 years old

and 27-30 years old complement the majority of participants aged 18-30 years old

with a total of 90 % (95 participants).

0

10

20

30

40

50

60

Male Female Not Specified

Gender Specification

Gender Specification

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Table 6

The occupation of the survey participants comprises mainly of students as the

majority, taking 36% of the total participants responding in the survey, with 33

respondents listed as employee, 21 as entrepreneur, 11 as dentists and 2

respondents as medical doctor.

Table 7

When compared to the target population, the participants of the research

fulfills the criteria of Singaporean citizen with the age range of 18 to 50 years old with

0

10

20

30

40

50

60

18-22 Years old 22-27 years old 27-30 years old 30-40 Years old 40-50 years old

Age

Age

0

5

10

15

20

25

30

35

40

Student Employee Entrepreneur Dentist Doctor

Occupation

Occupation

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a variety of occupations ranging from students, Employee, Entrepreneur, and other

occupations, resulting the survey to be reflective of the target population.

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4.2 Validity and Reliability

Table 8 Validity Figures

No Variable KMO Sig. Result

1. Brand Experience 0.656 0.000 Valid

2. Brand Image 0.529 0.000 Valid

3 Customer Loyalty 0.613 0.000 Valid

4 Customer Expectation 0.623 0.000 Valid

5 Buying Behaviour 0.609 0.000 Valid

In determining the Validity of the Survey Questionnaire variables, the standard

of minimum 0.5 values in Kaiser-Mayer-Olkin (KMO) test will applied to check the

result (Field, 2009). The test will take into account of all four independent variables

which are Brand Experience, Brand Image, Customer Loyalty, and Customer

Expectation along with the Buying Behaviour of Mobile Gaming as the dependent

variable. The result indicates that all five independent and dependent variables are

above the minimum standard of 0.5 (Table 4.2.1), and all the significance measured

at 0.000, therefore all the variables in consideration in the survey questionnaire are

considered to be valid and correlated with the general detail of the questionnaire.

Table 9 Reliability Figures

No Variable Cronbach’s Alpha Result

1. Brand Experience 0.611 Reliable

2. Brand Image 0.639 Reliable

3. Customer Loyalty 0.664 Reliable

4. Customer Expectation 0.749 Reliable

The research will utilise the Cronbach’s Alpha in determining the reliability of

the survey findings. The standard requirement for a given data to be reliable would

be that the Cronbach’s Alpha value should be over 0.7, with a value below, 0.07 to

be deemed not reliable (Sijtsma, 2009). However, according to Andi Field (2009), the

value of calculated Cronbach’s Alpha with a sample size within around 100 samples

can still allow the value of above 0.6 to be deemed reliable, therefore considering the

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current case of the research where the sample size is 105 people, The Cronbach’s

Alpha value threshold can be placed at 0.6 minimum (Field, 2009). With the research

criteria to be based on Field’s Cronbach’s Alpha Theory, it shows the Value of 0.611,

0.639, 0.664, and 0.749 based on each 4 hypotheses (Table 4.2.2), all indicating a

Reliable result.

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4.3 Testing of Hypotheses

This section will test the correlation between independent and dependent

variables using the Pearson Chi Square analysis. While examining the results of Chi

Square analysis, it is important to note that if the Asymptotic Significance value

(Asymp. Sig.) are calculated at the value less than 0.05 for the row labeled Pearson

Chi-Square then there is a significant relationship between the 2 variables, in the

other hand if the value of Asymp. Sig. is more than 0.05 then it means that the

Independent and Dependent Variable are not correlated and the null hypothesis is

accepted (Dunlap, et al., 2000).

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4.3.1 Hypothesis 1: Brand experience influences and measures the

Buying Behaviour of product or services in the Mobile Gaming product.

Table 10 Pearson Chi Square for Hypothesis 1

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 31.517a 1 .000

Continuity Correctionb 29.357 1 .000

Likelihood Ratio 33.500 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear Association 31.217 1 .000

N of Valid Cases 105

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 23.33.

b. Computed only for a 2x2 table

The values represented in the Chi Square analysis figures indicate that the

independent variable Brand Experience which is correlated towards the dependent

variable Buying Behaviour, with the Asymp. Sig. being 0.000 which is less than 0.05,

proving that this Hypothesis of the research is significant and accepted to the

dissertation, with the idea that Brand Experience and Mobile Gaming Buying

Behaviour are related.

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4.3.2 Hypothesis 2: Brand Image influences and measures the Buying

Behaviour of Mobile Gaming Product or services.

Table 11 Pearson Chi Square for Hypothesis 2

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 19.250a 1 .000

Continuity Correctionb 17.540 1 .000

Likelihood Ratio 19.882 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear Association 19.067 1 .000

N of Valid Cases 105

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 20.00.

b. Computed only for a 2x2 table

The values represented in the Chi Square analysis figure indicates that the

independent variable Brand Image which is correlated towards the dependent

variable success and profitability, with the Asymp. Sig. being 0.000 which is less

than 0.05, proving that this Hypothesis of the research is significant and accepted to

the dissertation, with the idea that Brand Image contributes positively towards the

success of mobile gaming products.

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4.3.3 Hypothesis 3: Positive outcome of Customer Loyalty contributes

positively to the buying behaviour of the mobile gaming product and services

Table 12 Pearson Chi Square for Hypothesis 3

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square .234a 1 .628

Continuity Correctionb .083 1 .773

Likelihood Ratio .234 1 .628

Fisher's Exact Test .698 .387

Linear-by-Linear Association .232 1 .630

N of Valid Cases 105

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 24.76.

b. Computed only for a 2x2 table

The Values represented in the chi square analysis for this hypothesis

indicates the Asymptotic Significance 0.628 for the Pearson Chi Square value, which

points out to a not significant value as the value is more than 0.05, which means that

this Hypothesis is not proved or significant, therefore Customer Loyalty factor does

not significantly affect or influence the Buying Behaviour of Mobile Gaming product

based on the findings.

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4.3.4 Hypothesis 4: High Customer Expectation Contributes positively

towards buying behaviour of mobile gaming product and services

Table 13 Pearson Chi Square for Hypothesis 4

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 29.491a 1 .000

Continuity Correctionb 27.336 1 .000

Likelihood Ratio 31.269 1 .000

Fisher's Exact Test .000 .000

Linear-by-Linear Association 29.210 1 .000

N of Valid Cases 105

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 18.57.

b. Computed only for a 2x2 table

The values represented in the Chi Square analysis figure indicates that the

independent variable Customer Expectation which is correlated towards the

dependent variable buying behaviour, with the Asymp. Sig. being 0.000 which is less

than 0.05, proving that this Hypothesis of the research is significant and accepted to

the dissertation, with the idea that Brand Expectation contributes positively towards

the buying behaviour of mobile gaming products.

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4.4 Discussion of Hypothesis Results

4.4.1 Hypothesis 1

The first hypothesis being tested in this sample size shows that Brand

Experience has a lot of influence towards the buying behaviour of Mobile

Gaming Products. Brand Experiences can affect consumer brand experience

relationship positively, as customer who enjoys greater affective brand

experiences are more likely to develop positive trust towards that particular

brand. Because, when the consumer feels an emotional connection towards

the product, their relationships with the brand are strengthened and the

feeling developed into trust with the brand itself, which means when the

customer enjoys a greater affective brand experience, they will likely to

commit towards the brand (Jung & Soo, 2012). Brand Experience are also

viewed as a vital key for companies to facilitate relationships to achieve

customer satisfaction by cultivating consumer bonds (Ramaseshan & Stein,

2014)

In relation towards the survey questionnaire questions in this research,

Questions 1 to 5 relates to the hypothesis 1 as it asks the participants about

their overall affection with mobile gaming experience. The questions focuses

on how the participants would feel and react if the mobile game satisfies their

entertainment needs, leading towards a good word of mouth between

customers to possibly recommend the mobile game towards their friends to

try. It is also implied with the results of the questionnaire that a positive brand

experience will encourage customer loyalty towards the product as the

participants would gladly play the game until the highest achievement when

the game is enjoyable for them.

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4.4.2 Hypothesis 2

The second hypothesis being tested for this sample size shows that

good Brand Image positively affects the buying behaviour of Mobile Gaming

products. In this era of plethora marketing strategies channeled through a

bewildering number of medium options, successful brands can build and

maintain good relationship with their customers by establishing favorable

brand image (Cho & Fiore, 2015). The survey results are also aligned with a

theory that states a holistic conceptualisation of brand image elevates positive

word of mouth, purchase intentions and willingness to pay a premium price for

products (Esch, et al., 2006).

In relations toward the survey questionnaire questions in this research,

Questions 6 to 9 relates to the hypothesis 2 as it asks the participants about

how a positive brand image would greatly affect the success of mobile gaming

products by providing positive word of mouth which would later develop into a

good reputation by the company developers. In conjunction, where a

customer would be encouraged to try out a game by recommendation by a

friend, the opposite side also holds true where they would be more less likely

to try a mobile game with bad peer reviews from friends, customers are more

likely to listen more about what their friends are saying because not only a

sense of trust between them exists, but also the customer are aware of what

possible nuances and perceptions his friends would have developed with the

mobile game, allowing the customer to judge and measure the experience

that their friends has encountered with the product. In this era of digital

technology, internet has been one of the most reliable sources of information

for customers to look for information about how good a mobile gaming product

is, as they would develop a tendency to browse into their favorite mobile

gaming websites to look for user reviews, and if the website gives a good

review, the questionnaire findings reveals that customers would be more likely

to play the mobile game.

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4.4.3 Hypothesis 3

The findings and results shown for this sample size about the testing of

Hypothesis 3 shows that Customer Trust does not greatly impact the buying

behavior predicament of the mobile game product. With the significance

value (0.628) being higher than 0.05, hence the null hypothesis is accepted,

apparently showing that customer loyalty does not have a big impact in

determining the buying behavior of mobile game product.

The insignificancy of this variable can be cause by many factors, such

as:

- Customers may be enjoying to play a particular mobile game

continuously when they like the game, but it does not mean that they are

willing to spend money in order to continue playing it, as they would deem

that mobile game is strictly for entertainment purposes, and they are not

willing to spend money in order to remove advertisement or pop ups ion

the game as they feel it would not hinder their enjoyment in playing the

game.

- Singaporean Mobile game customers do not feel a deep level of

emotional connection needed for them to feel supportive about the game.

Some customers feel that by buying the in-game purchases and

subscribing to monthly membership they can participate and support the

development and continuity; however the local mobile game customers in

Singapore may feel that it is not necessary to make a financial

commitment in order to fully support the game.

- Channel NewsAsia (2015) reports that there was a significant

55.3% increase from 2014 in e-commerce crimes which includes online

scams and internet scams for the year of 2015. Singaporean mobile game

customer may not feel comfortable enough to use their online transaction

method to buy the in-game products offered, as they fear it would put them

in a risky position where the online credibility details may be misused or

manipulated by unknown parties, as they have not developed enough trust

with the mobile game company.

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4.4.4 Hypothesis 4

The fourth and last hypothesis being tested for this sample size shows

that customer expectation can positively affect the buying behaviour of a

mobile gaming product. Rust, et al. (1999) has stated that customers have a

probability density function that describes the relative likelihood that a certain

expected quality will be given to them, and this expectation are formed based

on previous experiences with respective mobile gaming products. Within each

transactional occurrence between the seller and buyer, customer tends to

develop a predictive distribution of outcomes that shapes up how they feel

and what to expect from the product itself, leading them to increase their

expectations shaping the preference towards products with more utility and

features (Rust, et al., 1999)

In relations toward the survey questionnaire questions in this research,

Questions 15 to 18 relates to hypothesis 4 as it asks about how a positive

brand image would greatly affect the buying behaviour of mobile gaming. The

positive reception and affection of the mobile game product can build into an

expectation of an even better game sequel (a continuation of the first original

game), leading towards a high customer expectation in waiting for an

upcoming 2nd game. Mobile game trailers function almost the same way as

movie trailers: where they represent partial clips of a game footage or film that

are shown prior to the released mobile game product as a way for game

developers to try communicating with the customers about the content and

experience of the actual product (Hixson, 2006). The survey findings indicate

that a favourable reaction of the mobile game trailer can lead towards

excitement for the upcoming release of a mobile gaming, generating hype that

would ultimately result in better success and profitability for the mobile game

sellers. Good in-game service and support system can also lead towards

positive expectation and good reputation for the mobile game experience. It is

necessary to exceed customer expectation to increase customer preference.

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4.5 Implication of the Survey Findings

The research concerning the sample size shows that in dealing with

customers in mobile gaming it is important to create a sense of comfort and

emotional trust with the customers, therefore allowing the a smooth relationship

where both seller and customer are able to achieve good understanding about what

the developer wanted to do and what the customer are expecting from the finished

mobile gaming product. The results extracted from the survey indicates that the

factors that are significant in determining buying behaviour for mobile gaming are

Brand Experience, Brand Image, and Customer Expectation.

The findings discovered from this research can be analysed and interpreted to

help mobile game developers understand the determining factors which promotes

success and profitability in the mobile gaming industry, allowing the sellers to design

business schemes and marketing maneuvers which allows for optimal results in

sales and profitability of the mobile gaming product.

Based from the findings of the results, it can be assumed that:

1. Positive word of mouth plays a very vital part in shaping the

customer perception and reduces uncertainty in mobile gaming, as most

people would more likely believe a statement expressed by their fellow

friends as trust already formed within them, it would also allow them to

discuss about the mobile gaming experience in more details, exploring

every possible nuance and feelings gained from the experiences. Wong

and Sheng (2012) also confirm that word of mouth plays a crucial role in

helping to reduce risk and uncertainty in purchase decision and

consumption. Consumers tend to rely on other people’s experiences

during the decision making process especially during making purchase

decisions in high involvement product or service. Figure 4 shows word of

mouth as a significant factor which can influence the buying decision and

moderates impacts of other factors.

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2. Mobile game companies consider an approach that would

improve security and privacy of online user data and credentials. Private

details such as credit card number, account passwords, and email are

very sensitive information that customers want keep in private at all costs,

and it cause serious mistrust should that information is misused or

exposed to the wrong parties. Companies need to ensure and convince

the customers that their information will not be misused by any means by

implementing some legal policies that would benefit the customers in the

end of every personal data form that customers need to fill. These policies

will state that the mobile game company will take every responsibility and

be held accountable within legal grounds should the sensitive information

and data entrusted to them by the customers are misused and leaked by

any means.

3. Companies must carefully manage the customer’s expectation

about a mobile game by designing a precise marketing and advertisement

that clearly conveys the game’s features and capability to the mass

audiences. It is often the case that mobile game companies demands that

their product to be taken seriously by the customers, they end up

“overselling” their products, causing the overzealous customers to have

unrealistic expectations because they bought into the hype too much, and

then when the time comes when the product is released, they became

disappointed by the final product because it did not live up to sky-high

expectations. By smartly measuring how the customers would react to the

promotion, companies can design a well-balanced marketing campaign

which would attract the awareness of their target customers, without

overselling their product, so when the product is finally released, the

customer can buy the product and enjoy the game without any excessive

expectation clouding their judgment of the mobile game. This point is

consistent with Penttinen et al (2010) as it is important to define how a

certain product or services are perceived by both general customers and

product users.

4. It is also important for mobile game developers to keep giving

the customers reasons to keep playing their favorite mobile games

constantly. When a mobile game is not updated frequently, it is highly

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possible that customers will get bored because the experience of enjoying

the product becomes stale and repetitive. Therefore it is necessary for the

mobile game developers to make periodic updates to keep the content

fresh and interesting for users to continue playing them, and possibly

introduce new optional features such as in-game purchases that could

improve the experience for users without necessarily enforcing them to

buy it, keeping the experience flexible and convenient for every user to

play the game under any circumstances.

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5. Conclusion and Recommendations

5.1 Comprehensive Summary

The central aim of this study was to ascertain the determining

factors which contribute towards the buying behaviour of mobile gaming

products. The main objective is to explore the business potential of mobile

gaming for the long term and how to maximize the growth by

understanding how people respond towards the product in the

Singaporean scene. The variables affecting the buying behavior of mobile

gaming products highlighted at this dissertation include Brand Experience,

Brand Image, Customer Loyalty, and Customer Expectation.

In terms of Brand Experience, it mainly focuses on how the

nuances and personal emotions evoked while playing the mobile game

can influence the customer purchase decision making. It explains a theory

from Brakus et al (2009) that Brand experience comprises of four factors

which are Sensory, Affective, Behavior, and Intellectual. Morrison and

Crane (2007) surmises that Customers are practically buying the

experience that the product provides to them regardless of the form factor

it allocates.

Another factor that would greatly influence the customer’s buying

behavior in mobile gaming would be Brand Image. A positive brand image

would have a good influence on consumer behavior in terms of

strengthening loyalty, giving additional incentive and reason for buyers to

buy higher-priced premium products of that brand, while promoting a

positive word-of-mouth within the community (Arslan & Altuna, 2010). An

effective use of brand image can lead a new way towards growing the

brand towards new category or market, paving a new solid platform

towards successful brand extension.

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The third factor in consideration that would affect the nature of

buying behavior in Mobile Gaming is Customer Loyalty. It is098 defined

as the buyer’s attachment and commitment towards a certain particular

product with specific brand or unique attribute, developing into an

enduring desire to stay connected towards the updates and development

of that product or brand (Chung Yu & Li Wei, 2012). Successful customer

loyalty scheme usually involves a certain brand attributed to its element of

success. Brands are the vital part of marketing and business strategy as it

is considered as an intangible asset, being able to generate wealth

through strong attachment of loyalty, discouraging the action switching

brands to another one (Mascarenhas, et al., 2006).

The final factor that is considered to play a part in influencing the buying

behavior in Mobile gaming industry is Customer Expectation. While implementing a

marketing campaign where a company showcases what a product can actually do

before the product itself is released, it causes customer to form a certain level of

expectation by measuring how the product will shape up when it is released, and this

expectation can play a big part in affecting customer satisfaction level during product

release, leading t fluctuations in customer’s buying behavior. Predictive expectations

are defined as the consumer’s anticipation in figuring the performance level of a

product or service, which according to Tam (2001), it can guide the purchase

decision making of customers, and may serve as a benchmark for which service

performance is evaluated during and after service process is implemented. Carman

(1990) has stated that consumers past experience of usage are one of the main

factors that influences their expectation regarding a product or service. The

theoretical statement from these researchers seems to suggest that these predictive

expectations can vary from person to person due to unique perceptions each

different person can adopt in their life.

The data collection method was done by utilising online survey questionnaire

in Google Forms format, which the minimum sample size of 82 is obtained from

using the Green’s Formula (Burmeister, 2012). The results gathered from the survey

research will be analysed using the Pearson Chi Square analysis to determine the

significance of each variable, while the results will be pre-tested for validity with

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Kaiser-Mayer-Olkin test, and reliability using the Cronbach’s Alpha method, all

process will be implemented using the SPSS version 20 program. After processing

the survey findings using the Pearson Chi Square analysis to determine the

Asymptotic Significance of each independent variable, it was found out that in four

hypothesis, only three independent variables actually has a significant impact on

influencing the buying behaviour in mobile gaming product.

The first major variables being discussed is how significant Brand Experience

can be in affecting the buying behaviour in mobile gaming. As shown in the Pearson

Chi Square Analysis results the asymptotic significance shows that the value of

0.000 which is below the minimum acceptable standard of 0.05, indicating that Brand

Experience does significantly affect the buying behaviour process in mobile gaming

products. The second hypothesis being tested shows that good Brand Image

positively affects the buying behaviour of Mobile Gaming products. The survey

results are also aligned with a theory that states a holistic conceptualisation of brand

image elevates positive word of mouth, purchase intentions and willingness to pay a

premium price for products (Esch, et al., 2006). The findings of the third hypothesis

being tested shows that Customer Loyalty does not greatly affect the buying

behaviour of a mobile game product, which can be caused by several factors such

as lack of emotional connection with the game, fear of e-commerce crimes, and lack

of incentives or motivation in spending money in the game. The final hypothesis

being tested shows that Customer Expectation positively affects the buying

behaviour of mobile gaming product, as Rust et al (1999) would concur that within

each transactional occurrence between the seller and buyer, customer tends to

develop a predictive distribution of outcomes that shapes up how they feel and what

to expect from the product itself, leading them to increase their expectations shaping

the preference towards products with more utility and features.

The findings discovered from this research can be analysed and interpreted to

help mobile game developers understand the determining factors which promotes

success and profitability in the mobile gaming industry, allowing the sellers to design

business schemes and marketing maneuvers which allows for optimal results in

sales and profitability of the mobile gaming product.

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Based from the findings of the results and the literature, it can be assumed

that:

1. Positive word of mouth plays a very vital part in shaping the

customer perception and reduces uncertainty in mobile gaming, as most

people would more likely believe a statement expressed by their fellow

friends as trust already formed within them, it would also allow them to

discuss about the mobile gaming experience in more details, exploring

every possible nuance and feelings gained from the experiences.

2. Mobile game companies should consider an approach that

would improve security and privacy of online user data and credentials,

taking steps and precautions would ensure optimal security of details

about their customers, and taking every responsibility should the sensitive

information and data are misused or leaked by any means.

3. Companies must carefully manage the customer’s expectation

about a mobile game by designing a precise marketing and advertisement

that clearly conveys the game’s features and capability to the mass

audiences, while avoiding the possibility of ”overselling” and creating

misconceptions about their product, which can potentially cloud the

judgment and planting bias perceptions in the customer’s minds which can

cause excessive pressure to the game developers to fulfill customer’s

expectation.

4. It is also important for mobile game developers to keep giving

the customers reasons to keep playing their favorite mobile games

constantly. By keeping the content and experience fresh for customers to

enjoy, companies can ensure the long term continuity of their mobile

gaming product and continue to reap benefits from it.

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5.2 Managerial Implications

The current research on mobile gaming can provide an interesting

insight for mobile game developers and marketers, as this research helps

explain the vital key factors that encourage the customer’s actions and

tendencies regarding purchase decision making process in mobile gaming

environment. Identifying the significant factors that influences customer’s

buying behaviour can be used as a main reference point to develop

mobile games features that can better satisfy what the customer needs.

Several findings on this research also pointed out that the social

aspect of peer reviews and word of mouth plays an important role in

influencing customer’s decision in playing the game, therefore it is very

recommendable that mobile games developer should give more attention

towards the social aspect of their mobile games, by enhancing player-to-

player interactions, giving motivation for gamers to engage in networking

features in-game, and develop a gameplay experience that produces

collective and creative enjoyment nuances so that the player fulfil both

their personal entertainment and social interaction needs.

Another finding in this study points out that Customer do not really

consider the presence of advertisement or flying promotion appearing I

game to be a distraction so much that they are willing to pay for any

features to take them off, as long as it does not interfere with the overall

gameplay experience. In fact, majority of the mobile games are generally

free to play, but the developers gain income from advertising inside the

game itself. So rather than scheming for a plan to encourage customer to

pay for a feature that removes advertisements in-game, it would be better

for developers to design a marketing plan to make their game more

popular and visible to the wider demographic mobile gaming audiences,

because advertisements provide more profit to the developer when they

gain more and more player. Actions that can be done to achieve this

includes advertising the mobile game in social networking sites such as

Twitter, Facebook, and Instagram to make it easier for people to share

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their game preference and communicate easier to create an online

community between a group of friends.

5.3 Limitations

The results of the study are subject to limitations:

- The first limitation of this research could be attributed towards

the data collection method of this study, which is an online questionnaire.

This method may present self-selection bias responses due to possible

differences in each of participants’ demographic and cultural backgrounds,

which can interfere with the accuracy of responses. Self-selection bias are

also present in researches done by Pei-Shan and Hsi-Peng (2014)

- Second, this research only utilise people living in Singapore as a

sample size to construct the study’s findings, thus the results of the study

cannot be applied for generalisation to different people of different

countries and locations, as they would have different characteristics and

values compared to Singapore people. Cultural differences as a limitation

in the research are also present in the research done by Penttinen et al

(2010)

- Third, the sample size of 105 people cannot accurately

represent the holistic perspective of 5.5 million people living in Singapore.

So although the sample size in this research meets the minimum sample

size requirement of 82 participants, the more sample size gathered will be

more accurate in determining the significance value when processing the

findings through SPSS. The lack of representative sample size are also

ecident in the research done by Peltola and Karsten (2006).

- Fourthly, the lack of previous research done regarding the

nature of mobile gaming in Singapore makes it imperative for the

researcher to look for previous works of similar studies and researches

from another countries, which may not be the best reference for

understanding the topic at hand since there are cultural and demographic

implications embedded in those literature reviews.

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- Finally, since the data is gathered and filled by individuals, it

possesses a limitation of being unable to be verified independently. Which

means all the responses are taken and processed through SPSS at face

value, while there may be possibilities of respondent biases occurring that

can affect the real value of the findings such as selective memory (inability

to recall memories from the past), telescoping (falsely recalling the timing

or period which certain event occurs), and exaggeration (overly expressing

the outcome to be more drastic than the actuality of its happening)

(Steinmetz & Kensinger, 2013). There are high probabilities that these

biases have occurred during the course of this research, because the

study deals with varying degree of human memory and emotions

capabilities (how customers feel about a mobile gaming product).

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5.4 Recommendations for Future Research

There are several recommendations that the researcher of this study would

like to point out to future researchers studying about similar topics and ideas:

- First of all, concerning the limitations found with the difference of

cultural and demographic background found with the participants, it would

be a good idea to make use of interview-assisted quantitative viewpoint to

better facilitate and cover the finer details involved with understanding the

participants’ responses within the survey.

- Secondly, the research concerning this topic could do better with

a larger sample size as it would undoubtedly improve the accuracy and

reliability of the research data findings.

- The research could do better with a possibility of investigating

more independent variables which may affect the buying behaviour of

Mobile gaming products in Singapore, as there may be other factors which

may have more influence other than the four independent variables used

to measure the topic in this research

- Finally, a well-constructed qualitative research involving an

interview-assisted viewpoint would be better suited in order to acquire a

better depth and more detailed nuance about the true experience and

atmosphere which shapes customer’s perception and reaction towards

mobile gaming (Humphrey, 2014).

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5.5 Final Conclusion

It is easy to overlook the underlying growth and significance of mobile games

in the world we are living nowadays, but as mobile phones becoming more

accessible to any person regardless of age and background, mobile games has

slowly becoming a routine entertainment activity for mobile phone users of all ages.

Customers utilise mobile games either as a casual or hardcore daily entertainment

according to their own perspective’s preferences and activity. Mobile game

developers must pay attention in how they market their product so that it conveys the

image of a game they want their target customer to attract towards, while avoiding

the possibility of generating excessive expectations on their product offerings. Mobile

games have unlimited business possibilities to grow in modern era of digital frontier.

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7. Appendix

7.1 Gantt Chart

7-Jun 27-Jun 17-Jul 6-Aug

Understand the Research Problem

Consult to the Supervisor

Conduct Review of Key Literature

Extended Literature Review

Focus groups

Construct the Questionnaire

Pilot Testing

Sampling and Selection

Conduct Questionnaire Survey

Process the findings of the…

Draw Conclusions from the…

Compare the conclusion from…

Feedback from Supervisor

Submission of the Project

Write Research Report

Research Plan

Start Date Duration

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7.2 Survey Questionnaire

Dissertation Questionnaire

Dear Participants,

I am Gilbert Giovanni, a Post-Graduate student currently studying in

Edinburgh Napier University for Master of Science in Business Management -

Entrepreneurship. I am writing a dissertation about exploring the factors and

determinants that influences the success and profitability of Mobile Gaming in

Singapore, and I have prepared this questionnaire for this research. Your honesty

and integrity in answering this questionnaire will be very helpful for me to achieve

optimal clarity and accuracy in completing this dissertation. The results of this

Questionnaire will be utilised solely for Academic purposes only, and the researcher

will ensure 100% confidentiality of the respondent data.

Thank you for Participation in completing this questionnaire.

Participant Profile

1. What is Your Gender?

a. Male

b. Female

c. Prefer not to specify

2. How old are you?

a. 18-22 Years old

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b. 22-27 years old

c. 27-30 years old

d. 30-40 Years old

e. 40-50 years old

3. What is your Occupation?

a. Student

b. Employee

c. Entrepreneur

d. Others: ___________________

+

4. Do you like to play PC or Console Games (PlayStation, XBOX,

Nintendo)?

a. Yes

b. No

5. Have you ever played mobile games on your hand phone?

a. Yes

b. No

6. Have you ever paid for a mobile game?

a. Yes

b. No

7. Have you ever paid for an in-game app purchases?

a. Yes

b. No

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8. How long do you play mobile games on your hand phone daily?

a. I don’t play mobile games daily

b. Less than 2 hours per day

c. 2 to 4 hours per day

d. More than 4 hours per day

9. How often do you play mobile games on your phone in one week?

a. 1-2 days a week

b. 3-4 days a week

c. 4-6 days a week

d. Every day

10. Based on question 9, if the answer is yes then how much do you spend

approximately on mobile games per year?

a. Less than SGD 10$

b. SGD 10-20$

c. More than SGD 20$

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Questionnaire

The Questionnaire responses are measured via a 5 point Likert scale

questionnaire, with each of the points representing the expression of:

1 = Highly Disagree 2 = Disagree 3 = Neutral

4 = Agree 5 = Highly Agree

Please give the (X) mark on the point which strongly represents your opinion

or feelings regarding the question.

1. You feel very satisfied with the content and experience the game has

brought to you.

2. You feel the presentation and layout of the game is very clear and smooth

which helps you to fully immerse yourself with the gameplay experience.

3. You will gladly recommend your friend to play this game.

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4. You will buy the in-game purchases to improve your gaming experience

(make it more enjoyable)

5. You will continue to play this game until the highest achievement

accomplished.

6. You play another game released by the same company/developer.

7. If a friend recommends you to play a game, you will be excited to try it due

to good reviews from your friends

8. You would not try to play a game which have bad peer reviews from your

friend

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9. You will not play a game which scores bad reviews from gaming websites

that you trust

10. You will play your favorite game all day long consistently

11. You will pay for a feature that can remove advertisement or pop-ups from

the game.

12. You will play a game which requires a monthly subscription or membership

fee.

13. You trust the company will not misuse or manipulate your payment details

when you make in game app purchases.

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14. You trust the game company will not misuse your personal data information

for other marketing and business purposes

15. You play the sequel of the game if it will ever be released

16. After seeing an advertisement/trailer for an exciting game, you are excited

about the prospect of playing it and eagerly awaiting the game's release

17. You will play the game every day when it gives you a reason to play it (such

as daily bonuses or levels or items).

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18. I am satisfied with the game’s service and support system acting in the best

of my interest.

That is the end of the survey. The information that you have given here will be

utilised strictly for academic purposes only to possibly help the community in further

understanding of the topic. I sincerely thank you for your time and effort in answering

this survey questionnaire.

Kind regards,

Gilbert Giovanni