The aim of this paper is to measure the empirical relationship between self‐congruity and game usage and purchase. This is important because it highlights that games affect self concept and the symbolic value that can be obtained from the game. It is aimed to implement this study across four game types.
A total of 493 consumers were surveyed and confirmatory factor analysis and structural equation modelling conducted across four game groups to model this same relationship.
It was found that self‐congruity was positively related to game usage and purchase.
Game development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of self‐congruity. Games impact self concept through self‐congruity. So, it is important that marketers understand the potential harm and positive impact of games on the consumers' cognition.
This is the first paper to explore and model self‐congruity and game purchase and usage behaviour. This paper is further unique because it provides results across four games groups: all games representing, followed by the alternative models, Sports/Simulation/Driving, Role‐playing Game (RPG)/Massively Multiplayer Online Role‐playing Game (MMORPG)/Strategy, and Action/Adventure/Fighting,
