Title: Measuring the appeal of mobility-augmented reality games based on innovative leisure models

Authors: Kai-Shuan Shen; Kuang-Heng Shih; Kuang-Hsun Shih

Addresses: Department of Product and Media Design, Fo Guang University, Yilan County 26247, Taiwan ' Bachelor Program of Fashion Creative Industry and Branding Management, Chinese Culture University, Yang-Ming-Shan, Taipei 11114, Taiwan ' The Graduate School of Financial Management, CTBC Business School, Tainan 709, Taiwan

Abstract: The purpose of this study was to explore the appeal of augmented reality games from the perspective of leisure, as well as why consumers prefer augmented reality games and what kind of game features can make consumers enjoy investing in a game. In this study, ten professional experts were interviewed and 646 questionnaires were distributed to collect data on consumer preferences. The semantic structure of the appeal as determined by the experts showed a hierarchical relationship between the type of attraction and the attraction elements, the reasons for consumer preferences, and the specific characteristics of augmented reality games. The determined import attraction elements will be affected to various degrees by consumers' reasons and game traits. The research findings could provide important information to researchers and designers of augmented reality games and contribute to the mobile commerce sector.

Keywords: mobility-augmented reality game; Pokémon Go; appeal; evaluation grid method; EGM; Kansei engineering; quantification theory type 1; social media; computer games; leisure.

DOI: 10.1504/IJMC.2021.113456

International Journal of Mobile Communications, 2021 Vol.19 No.2, pp.218 - 233

Received: 17 Dec 2018
Accepted: 21 Dec 2019

Published online: 06 Jan 2021 *

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