Gender in Video Game Usage and Behavior

Reinaldy, Edwin and Honantha, Christina Rahardja and Setyawan, Andhy (2017) Gender in Video Game Usage and Behavior. In: Abstract Proceeding International Post-Graduate Conference on Media and Communication 2017. Fakultas Ilmu Sosial dan Ilmu Politik Universitas Airlangga, Surabaya, p. 76. ISBN 978-602-18461-6-2 (Submitted)

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Abstract

The gaming segment within the industry showed outstanding result which is ranked the first amongst all of its year-on-year revenue growth which is 6.4% in 2015. In 2017, there will be 43.7 million gamers in Indonesia, spending a total of $880 million. This makes Indonesia #16 worldwide in terms of game revenues. This study aims to identify and analyze the differences of behavior and describe the Usage toward Video Game between Male and Female gamers in Surabaya. The Video Game mentioned covers all electronic games, independent of their platform (computer, consoles, arcades, handheld, Smartphone). By understanding how consumers’ behavior is important to every marketer to develop a marketing strategy to meet their targeted consumer’s needs and wants. The data used in this research gathered through questionnaire which was adopted from Phan, M. H., J. R. Jardina, S. Hoyle, and B. S. Chaparro (2012). Using Non-probability purposive sampling technique, sample of this research consisted of 200 respondents; 100 Male and 100 Female respondents whose age is 17 years old or above, domiciled Surabaya, and routinely plays video game for at least two hours in a week. Data is analyzed with software SPSS 23.0. Result shows that there is significant difference between male and female in behavior on game genres and gaming device, also the usage of the video game.

Item Type: Book Section
Uncontrolled Keywords: Gender differences; usage; behavior and video game.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Christina Rahardja H (31113)
Date Deposited: 30 Nov 2017 02:01
Last Modified: 30 Nov 2017 02:01
URI: http://repository.ubaya.ac.id/id/eprint/31284

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