Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: The present paper explores demographic factors affecting compulsive buying behavior among consumers in gaming industry and further investigates the relationship between compulsive buying behavior and customer satisfaction.

Design/Methodology/Approach: For the purpose of testing proposed hypotheses, gamers were recruited through online mode. Further, data was collected by the aid of self-structured questionnaires from 400 respondents belonging to metro cities of India. For identification of factors affecting compulsive buying behaviour in gaming industry, marital status, age, gender and educational qualification of these respondents were focused upon by the researcher. Testing of the accumulated data was performed through t-test and one way ANOVA, encompassing Levene’s test for equality of variance and t-test for equality of means while the relationship between compulsive buying behaviour and customer satisfaction was subjected to two-tailed correlation.

Findings: Compulsive buying behaviour among gamers purposely affects gaming industry, making it a vital investigative tactic. The findings of this scrutiny indicate that marital status of the respondents affects compulsive buying behaviour among them. It is also found that gender also defines the extent of compulsive buying behaviour. However, the statistical testing results of this study reveal that both age and educational qualification do not vitally dominate compulsiveness among buyers in gaming industry. The exploration of relationship between compulsive buying behaviour and customer satisfaction divulges a strong positive correlation existing between the two. Thus, it can be stated that compulsive buying behaviour positively affects satisfaction among gamers.

Research Limitations: This study involves a few limitations. Firstly, the statistical analysis is restricted to data collected from 400 respondents. Moreover, due to time constraint, the data was restricted to metro cities of India, however, compulsive buying behaviour might also exist in gamers belonging to other cities as well. So, further studies might entail an expansive data collection framework for more precise scrutiny.

Managerial Implications: Compulsive buying behaviour, being a psychological phenomenon, is revolutionizing the buying patterns in gaming industry. This study investigates those aspects of Indian buyers which stimulate their buying rationale, ultimately affecting growth of the gaming market and approach of merchandisers towards them.

Originality/Value: The current study scrutinizes compulsive behaviour among buyers which affects their mind set and buying decisions leading to customer satisfaction.

Keywords

Compulsive Buying Behaviour, Gaming Industry, Customer Satisfaction, Correlation.

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