User snowball effect: word-of-mouth communication mechanism on console games

The console gaming industry's growth highlights the need to better understand player behavior and community engagement mechanisms. However, existing research has not fully elucidated the specific pathways and psychological factors that influence the word-of-mouth (WOM) communication process within the console gaming environment. This study fills the gap in understanding how console gamers' word-of-mouth evolves through self-reinforcing communication stages.

A structured quantitative approach was employed, with a focus on a comprehensive survey design that gathered 424 valid responses from avid console gamers. Utilizing structural equation modeling (SEM), we analyzed the data to test our theoretical model, which delineates the communication pathways and psychological factors underlying the WOM snowball effect.

Our findings reveal a three-phase WOM snowball effect in console gaming, characterized by stages of acceptance, resonance, and communication. These phases correspond to the pre-, during, and post-gameplay periods. WOM acceptance indirectly influences further WOM communication through game attractiveness, pleasure arousal, and value perception. Moreover, game exposure positively moderates the relationship between WOM acceptance and both game attractiveness and user pleasure arousal.

This study establishes a theoretical model for the WOM snowball effect in console gaming, highlighting the self-reinforcing nature of user communication. The results provide practical insights for game companies to design resonant marketing strategies that stimulate organic sharing and enhance brand influence.