The effect of user experience in online games on word of mouth: A pleasure-arousal-dominance (PAD) model perspective

Abstract

Online games are now a prosperous industry. Despite the popularity of online games, game developers confront the short life cycle of online games. To tackle this significant challenge, game developers utilize the power of word of mouth (WOM) to diffuse games quickly. However, what influences WOM intention in the context of online games remains unexplored. To address this gap, this study investigates the manner in which three types of experiences, namely, functional, hedonic, and social, influence WOM. Drawing from the pleasure–arousal–dominance model, the authors propose that user experience leads to WOM by evoking pleasure, arousal, and dominance. Using the survey data collected from online game players, our study reveals that user experience significantly affects consumer intention to spread WOM. Theoretical and managerial implications are discussed.