Gender Differences and Consumer Videogame Engagement

¹ Universiti Teknologi PETRONAS, Department of Management and Humanities, 32610, Bandar Seri Iskandar, Perak, Malaysia
² Faculty of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (Szabist), Islamabad, Pakistan

^* Corresponding author: amir_zaib_abbasi@yahoo.co.uk

Abstract

This paper intends to examine the gender differences on the engagement states of consumer videogame engagement through comparing the male group vs. female group. To meet this objective, the authors aim to utilize the causal-comparative study to analyse the gender differences on consumer videogame engagement. Data were collected from a sample of 235 teen videogame consumers whose aged were between 16-19years and studying in the private and public universities. Out of 235, the only 219 teen videogame consumers were valid and able to further use for data analysis. Using SPSS 22.0, we examined the valid data through independent t-test and also calculated the effect size for the significant hypotheses. The study findings reported that male teen videogame consumers are significantly different from female teen videogame consumers on the three engagement states of consumer videogame engagement such as cognitive, affective, and behavioural engagement. This paper is first among the videogame studies that has investigated the gender differences on the engagement states of consumer videogame engagement.