Report on Research Methodology & Data collection of Motivations For Purchasing Of Mobile Games Among Youth In Saudi Arabia

This paper will be quantitative research under the Unified Theory of Acceptance and Use of Technology (UTAUT2) model as a comprehensive theoretical framework, Thirunarayanan, (2012) suggested this model as a strong prediction framework. Descriptive, regression & correlation analyses would be conducted. Figure.1 shows the research model in this study. While table 1 shows definitions of the variables that I will address with its hypotheses and research question.UTAUT2 can effectively explain and analyze the intent to buy mobile games, as it has been used previously to study in-app purchases in mobile games intention (Thirunarayanan, 2012).

As a result, UTAUT2 was presented as an analytical model for the study of performance impact, social impact, Hedonic Motivation, Price Value, and Habit of behavioral intention to purchase mobile games. The UTATU2 model contain Performance Expectancy (PE) which the enhancement of tasks productivity expected by user belief, Effort Expectancy (EE)is the ease of use, Social Influence (SI) means how the user is derived & imposed by people around him to use technology, Facilitating Conditions (FC)A facilitating condition was defined as the extent to which the consumer believes that the surrounding environment is well supported and appropriate for the performance of the behavior (Vasileiadou, 2017).

Hedonic Motivation (HM) is defined as enjoyment of playing, Price Value (PV) from an Individual's perspective it’s the comparison between the price they pay in front of the benefits they Guincho, D. (2015), and Habit (HT)Is the behavior that the user automatically generates after passing through the same conditions and experience multiple times, (Wohn 2012) also refer to that habit should be considered when conducting research on online games.Lastly, Behavioral Intention (BI) here is the level of a user's intention to purchase a mobile game in the future. For the analytical procedure, I will conduct a correlation and multi regression analysis (You, 2015).

Table 1: Hypotheses and Research Question

Under the Ninth Development Plan (2010 – 2014) of Saudi Arabia, youth are defined as individuals aged 15 – 24 who are in their early years of working and contribute to about 21% of the total Saudi population (Kingdom of Saudi Arabia, 2010).This population age group is more responsive to change and most likely to interact with new scientific and technological developments such as mobile games; thus, informing their selection to participate in this study. The target participants who are mobile game players will be invited to take part in this survey through social media, which represents the main platform of chatting for that segment. For one to complete the questionnaire, informed consent will be sought through the invitation containing information indicating that completing the survey and submitting the responses presumes informed consent to participate in the study.  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. Prior to conducting the study, ethical approval will be obtained from Qassim University. The purpose and procedures of the study will be clearly explained to all the participants and they will be informed that their participation is entirely voluntary and that there are no direct benefits. All the collected data will be kept confidential in a secure password-protected location on the University server that is only accessible to the researcher, supervisor and only authorized research team. The survey will also be anonymized and no identifying information will be included.