Kourany, Hayat Badr; Ismail, Walaa Mosaad

doi:10.21608/ejsc.2023.300283

"Factors affecting the attitudes of Egyptian youth towards electronic games and their purchasing intentions"

Document Type : Original Article

Authors

¹ Lecturer, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University

² Lecturer, Department of Public Relations and Advertising CIC, Higher Institute for Modern Media Technology

10.21608/ejsc.2023.300283

Abstract

Electronic games have spread greatly in the recent period and the digital entertainment games have become one of the most popular global entertainment activities which highly provide level of users’ engagement. The university youths in Egypt have become one of the most important and largest audiences for these games. Numerous studies and literature have focused on studying the psychological, behavioral, and social effects of electronic games on their users’ value system, specifications, characteristics, and their preferences for the types and forms of electronic games. A few studies have also raised the marketing dimension of electronic games in terms of identifying how to market games, and encourage the users to adopt, practice and purchase it.
This study aimed to identify the factors affecting attitudes towards electronic games and the formation of purchasing intention towards them among Egyptian university youth, by identifying and analyzing a number of internal factors, represented in the personal characteristics of players and their characteristics, in addition to the reasons for their choice of E-games and how they perceived the benefits, the ease of use, and confidence in the E-game and its designer, through applying a questionnaire that reached “ 994” respondents from Egyptian university youth in various Egyptian governmental and private colleges and universities.The results of the study confirmed the influence of players' personal characteristics, such as openness, social simplicity, sense of responsibility, psychological stability, empathy, and acceptance of the other, on their attitudes towards electronic games, and their purchasing intention. It also showed the high effect of trust as a major reason in shaping the attitude and the purchasing intention towards the E- games.

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