Assignment on Motivations for Purchasing of Mobile Games Among Youth in Saudi Arabia

Mobile devices such as phones and tablets which run on IOS or Android platforms are increasingly becoming the common targets for publishing mobile games by game manufacturers. According to Mäyrä (2015), the expansion of mobile gaming field is attributed to the growing market demand for mobile phones with more than six billion mobile phone subscriptions reported globally in 2012. The soaring mobile gaming could also be attributed to the increasing competition in the mobile industry that forces the mobile manufacturers and operators to find effective strategies to stay in business. Mobile gaming could also be on the rise due to the benefits it accords the users, for instance it has been established that the players may play mobile games as a way of passing time while waiting, relaxing, diverting attention from something, and expressing creativity as well as for socialisation and emotional express purposes among others (Everyplay& Unity Technologies, 2014). As a result, the production of mobile devices with additional features to attract customers such as mobile games have remained a priority to the players in the mobile market (Penttinen, et al. 2010).

Notwithstanding the strategies employed to promote mobile gaming business, user motivation to adopt and purchase mobile games remains a crucial factor. Lin, et al. (2011) observed that motivations to game playing remain an important research topic. However, there is a dearth of information in this interesting area of research particularly among the youth who are the majority consumers of mobile gaming. The understanding of mobile gaming remains poor in Saudi Arabia due to the lack of similar research in this setting. Due to this gap in knowledge, this research aims to evaluate factors that influence the purchase and use of mobile games among youth in Saudi Arabia. This research is expected to significantly contribute to the gaming industry by promoting the understanding of motivations for mobile game playing that will enable the game developers to develop games that meet their customers’ expectations. It will also provide mobile phone operators with information on mobile game preferences by their clients.

The problem statements of Motivations for Purchasing of Mobile Games Among Youth in Saudi Arabia
Research Objectives

In order to answer the above research question, the research will aim to achieve the following objectives:

1. To determine the influence of perceived usefulness of mobile games on the purchase of mobile games among youth in Saudi Arabia.

2. To determine the influence of pricing on the purchase of mobile games among youth in Saudi Arabia.

3. To determine the influence of advertisement role on the purchase of mobile games among youth in Saudi Arabia.

4. To determine the influence of user satisfaction with mobile games on the purchase of mobile games among youth in Saudi Arabia.

Research Question

The research will ai of Motivations for Purchasing of Mobile Games Among Youth in Saudi Arabiam to answer the research question: What are the motivating factors for purchasing mobile games among the youth in Saudi Arabia?

The scope of the study of Motivations for Purchasing of Mobile Games Among Youth in Saudi Arabia:

This study focuses on motivations of mobile games purchasing decision by youths of Saudi Arabia who were defined as individuals aged 15 – 24 who are in their early years of working. This population age group is more responsive to change and most likely to interact with new scientific and technological developments such as mobile games.

 The relevance of the stud of Motivations for Purchasing of Mobile Games Among Youth in Saudi Arabiay:

The study provides a fundamental base for the motivations and desires of Saudi youths towards mobile games, which beneficial for mobiles game companies which aim to reach this segment, the study also provides an initial understanding of the different motives among Saudi youths and other youths among the world.