Abstract:
The aim of this paper is to explore self-concept, self-efficacy and perceived enjoyment in the consumption of games. The research question asks: How does self-concept, self-efficacy and perceived enjoyment affect game consumption behaviour? To explore these three core themes we interviewed 18 game players. Using the case method and a thematic approach to data analysis, it was found that self-concept is conceptualised as role play, decision making, selfesteem and social relationships. We identified that consumer self-efficacy is related to knowledge, skill, control, achievement and teamwork. Finally the evidence argues that the story, environment, play mechanics, rewards and social interaction are important contributors towards a game players’ perceived enjoyment. The paper concludes by examining the managerial implications of the conceptual model with future research directions.