Essay on Abstract of Motivations For Purchasing Of Mobile Games Among Youth In Saudi Arabia

The research study is conducted to measure the motivation levels of the youngsters of Saudi Arabia in order to purchase the mobile games. It also offers the various innovative ways of motivation that can be utilized by the mobile companies in order to motivate their customers in effective manners. 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. To determine the influence of perceived usefulness of mobile games on the purchase of mobile games among youth in Saudi Arabia. The study also provides an initial understanding of the different motives among Saudi youths and other youths in the world. The mobile gamers vary in their needs and values – characteristics responsible for the variation in their purchasing behavior of mobile games. Both kinds of research methods qualitative and quantitative have been utilized in order to conduct this research study. This paper will be quantitative research under the Unified Theory of Acceptance and Use of Technology (UTAUT2) model as a comprehensive theoretical framework

The online platform is considered convenient for data collection, and the collected data will be imported to an MS Excel spreadsheet at the end of the data collection process for analysis using Statistical Packages for Social Sciences (SPSS), version 20.0. The statistical significance will be set at 0.05. Multiple linear regression analysis is performed in order to analyze the association between two or more independent variables and done on the Purchase Intention (dependent variable), Performance Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit (independent variables). The values of the R Square are near 0.4 which shows the independent variables have more than 40% percent of the impact on the dependent variables. It has been observed in this study that all the independent variables have a positive significant relationship with dependent variables.

Key Words: Purchase Intention, Performance Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit