Intrinsic motivations of mobility, play and enjoyment: the smartphone game experience.

This thesis investigates the intrinsic motivations for the playing of video games on smartphones through proposing and testing a conceptual model. The concept of play and a theory of intrinsic motivation, Self Determination Theory, provide an underlying theoretical framework. The constructs of the Need for Competence, the Need for Autonomy, the Need for Relatedness, the experience of Flow, Competition and Social Escapism form the basis of the proposed conceptual model as underlying drivers of the enjoyment of games that are intrinsically motivated. Relevant characteristics of players’ age, gender and level of playfulness are examined for their potential influence on the model. A pertinent gap was identified in the literature in regards to consumer behaviour and the understanding behind a rapidly evolving field of media enquiry. The conceptual model was established in order to enhance understanding of the representative phenomenon, allow implications to be situated in practical concerns and extend our understanding of intrinsic motivations through the concept of play.

Questionnaires from 340 Australian residents over eighteen who play games on smartphones were analysed. A series of hypotheses were proposed within a causal methodology to facilitate the prediction of enjoyment in terms of significant drivers. The conceptual model was tested by a multiple regression technique in order to establish variables that influence the enjoyment of games on smartphones. The empirical findings of this thesis contribute to an understanding of the process of enjoyment of games and are situated in a consumer behaviour/marketing paradigm. At an academic level, this thesis extends the marketing literature on a relatively new yet expanding area of interest and provides several new avenues of potential research opportunities. As mobile devices and games continue to grow in popularity, revenue and influence in many different areas of business and life, it is important that academia keep pace with new developments. This thesis provides insights that add to, extend, compliment and question the existing literature. Crucially, as a result of these findings the enjoyment of play on smartphones is conceptually articulated as a series of key intrinsic motivations.