SELF-CONSTRUAL, PERSONALIZATION, USER EXPERIENCE, AND WILLINGNESS TO USE CODESIGN FOR ONLINE GAMES

Abstract

This paper examines the effect of self-construals, personalized services, and user experience on people's willingness to engage in codesign behaviors for online games. Individual psychological factors might provide a basis for codesign willingness. Using data gathered from 257 online game users and a structural equation model approach, this study shows that independent and interdependent self-construals can predict two motivations, namely, using codesign to obtain a user experience and using codesign to create a personalized service. Both motives mediate the relationship between self-construal and willingness to use codesign, but personalized service has a stronger effect. This study provides a unique explanation that firms can use to understand the psychological logic underlying user codesign willingness.

Keywords:

• codesign
• experience design
• self-construal
• online game