The hedonic and utilitarian value of digital games at product category level
Consumers’ product evaluation, choice, and use are driven by both utilitarian and hedonic
considerations. Digital games, that are typically considered to be a homogenous product
category, are often claimed to be high on hedonic value. However, there is a multitude of digital
games genres available. Differences in their appeal, gameplay, and purpose in practice indicate
that digital games vary significantly in their proposed outcome.
In this research paper, we present results from an observational survey study in which digital
games were investigated at subcategory level. We found differences in weights consumers place
on hedonic and utilitarian value at the product subcategory level, and also observed differences
between evaluations of experienced and inexperienced consumers. The results indicate that
subcategories act as a more assuring source of information than the general product category of
digital games. Furthermore, higher gaming experience may lead to more optimistic evaluation on
Rather than grouping digital games into one category and treating them all as hedonic products,
they should be discussed at their specific subcategory level, by researchers and practitioners,
Storgards, Jan Henrik; Tuunainen, Virpi Kristiina; and Oorni, Anssi, "The hedonic and utilitarian value of digital games at product category level" (2009). ECIS 2009 Proceedings. 406.
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