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Values shaping consumer interactions on social commerce sites within game retail

Dunder, Anna LU (2017) SMMM20 20171
Department of Service Management and Service Studies
Abstract
The game industry has continued to grow for decades and the social
interaction trend has been growing for years in gaming. In retail, the e-commerce
companies have been extending the social interaction trend to the e-commerce
platforms and turning the e-commerce into social commerce. Even though the
social commerce and gaming have aroused the interest of the researchers earlier,
social commerce interactions have not been studied from the value perspective
and how the consumer interactions are shaped by the consumer values. In
addition, game purchases have not been studied from a value co-creation
perspective even though the gaming has been discussed from a value co-creation
perspective. This study approaches the console game... (More)
The game industry has continued to grow for decades and the social
interaction trend has been growing for years in gaming. In retail, the e-commerce
companies have been extending the social interaction trend to the e-commerce
platforms and turning the e-commerce into social commerce. Even though the
social commerce and gaming have aroused the interest of the researchers earlier,
social commerce interactions have not been studied from the value perspective
and how the consumer interactions are shaped by the consumer values. In
addition, game purchases have not been studied from a value co-creation
perspective even though the gaming has been discussed from a value co-creation
perspective. This study approaches the console game retail by exploring how the
game retailers support value proposition in the social commerce, how do the
consumers reflect on the use of social interaction possibilities on these sites and
how do the values shape these interactions. Ethnographic study was conducted in
spring 2017, where 5 game retail sites were analyzed, 12 Xbox and PlayStation
console gamers were interviewed in Finland and in Sweden and one gaming
group’s chat was analyzed as part of the data collection. Content analysis revealed
the game retailers offering several possibilities for the gamers to interact on their
site from user reviews to participation in the streaming services. The discovered
themes, why consumers used interactions, were the aspect of discovery, the aspect
of offering the helping hand and the aspect of enjoyment. The study revealed how
gamers, who had the possibility to interact privately on social commerce sites
seemed to experience utilitarian, hedonic, social and altruistic values and these
values shaped their interaction culture. The consumers, who only participated in
the public social commerce interactions, only referred to utilitarian and hedonic
values as part of their interactions. (Less)
Please use this url to cite or link to this publication:
author
Dunder, Anna LU
supervisor
organization
course
SMMM20 20171
year
type
H2 - Master's Degree (Two Years)
subject
keywords
social commerce, video games, value co-creation, consumer value, consumer culture theory
language
English
id
8923794
date added to LUP
2018-06-08 13:30:01
date last changed
2018-06-08 13:30:01
@misc{8923794,
  abstract     = {The game industry has continued to grow for decades and the social
interaction trend has been growing for years in gaming. In retail, the e-commerce
companies have been extending the social interaction trend to the e-commerce
platforms and turning the e-commerce into social commerce. Even though the
social commerce and gaming have aroused the interest of the researchers earlier,
social commerce interactions have not been studied from the value perspective
and how the consumer interactions are shaped by the consumer values. In
addition, game purchases have not been studied from a value co-creation
perspective even though the gaming has been discussed from a value co-creation
perspective. This study approaches the console game retail by exploring how the
game retailers support value proposition in the social commerce, how do the
consumers reflect on the use of social interaction possibilities on these sites and
how do the values shape these interactions. Ethnographic study was conducted in
spring 2017, where 5 game retail sites were analyzed, 12 Xbox and PlayStation
console gamers were interviewed in Finland and in Sweden and one gaming
group’s chat was analyzed as part of the data collection. Content analysis revealed
the game retailers offering several possibilities for the gamers to interact on their
site from user reviews to participation in the streaming services. The discovered
themes, why consumers used interactions, were the aspect of discovery, the aspect
of offering the helping hand and the aspect of enjoyment. The study revealed how
gamers, who had the possibility to interact privately on social commerce sites
seemed to experience utilitarian, hedonic, social and altruistic values and these
values shaped their interaction culture. The consumers, who only participated in
the public social commerce interactions, only referred to utilitarian and hedonic
values as part of their interactions.},
  author       = {Dunder, Anna},
  keyword      = {social commerce,video games,value co-creation,consumer value,consumer culture theory},
  language     = {eng},
  note         = {Student Paper},
  title        = {Values shaping consumer interactions on social commerce sites within game retail},
  year         = {2017},
}