Linking Digital Game-Playing Motivations to Food Consumption
Mari Sandell; Henna Syrjälä; Harri T. Luomala; Tuomas Mäkilä; Kaisa Könnölä; Tapani Liukkonen; Saara Lunden; Jenniina Sihvonen
Linking Digital Game-Playing Motivations to Food Consumption
Mari Sandell
Henna Syrjälä
Harri T. Luomala
Tuomas Mäkilä
Kaisa Könnölä
Tapani Liukkonen
Saara Lunden
Jenniina Sihvonen
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2021042716826
https://urn.fi/URN:NBN:fi-fe2021042716826
Tiivistelmä
As gamification and digital game playing is getting more and more popular, also business-life is increasingly relying on this phenomenon for attracting different consumer groups. To illustrate, food companiesare trying to find new ways to appeal customers and answer to their market demands through development of newsnacks concepts. Acquiring more in-depth understanding how snacks consumption, digital game playing and social media usage are intertwined in the consumers’ mundane lives provides better chances for companies to developmatching product and service concepts. Our multidisciplinary Co-creative snacks–project connects applied research of food, consumer behavior and games. The aims of this study are 1) to specify a conceptual rationale for connecting the player motivations to the perception of food products and 2) to empirically identify consumer segments based on their player motivations and especially to show how they relate to differences in snack-eating preferences. Data on consumer behavior in snacking, games and use of social media was collected in Finland (n =387) via online survey.
Kokoelmat
- Rinnakkaistallenteet [19207]