Behavioral intention, spending, and consumption habit: a comparative study between digital natives and immigrants towards mobile games / by Rowenn John G. Martinez.

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

MARTINEZ, ROWENN JOHN G. Behavioral Intention, Spending, Consumption
Habit: A Comparative Study Between Digital Natives and Immigrants Towards Mobile
Games. Undergraduate Thesis. Bachelor of Science in Business management major in
Marketing Management. Cavite State University, Indang, Cavite. June 2019. Adviser:
Ms. Danikka A. Cubillo.
The gaming industry is changing drastically. Video game consumption and spending is
in a period where gaming on mobile devices is becoming the norm. Mobile games have
overtaken the market share of video game consoles and desktop games globally and is now
the segment with the largest revenue in the global video game industry. The study explored
the digital nativity of selected individuals and their behavioral, spending, and consumption
habit towards mobile games. Generally, digital nativity of an individual is generalized according
to age, where digital natives are the younger age or the younger generation, and digital
immigrants are those who were born in the late 1980s. Most of the literature that were recently
examined in the Philippines are about video gaming habits of students and young individuals
in internet cafés and gaming cafés. There were very few literatures that examine the digital
nativity of an individual and their differences when it comes to consuming digital goods and
accessing ranges of technology. Therefore, this study examined the differences between the
behavioral intention, spending, and consumption habit of digital natives and digital immigrants.
Specifically, the study aimed to: (a) characterize the mobile gamers according to digital
nativity; (b) describe the socio-demographic and psychographic profile of digital natives and
digital immigrants; (c) ascertain the significant differences on the behavioral intention,
spending, and consumption habit of digital natives and digital immigrants towards mobile
games.
The study was conducted from August 2018 to April 2019. Descriptive comparative

research design was employed through the use of online survey questionnaire, and non-
proportional quota sampling was used

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as sampling technique in the study. The participants of the study were 400 mobile gamers from
different regions of the Philippines. Digital Native Assessment Scale
(DNAS) was used to determine the digital nativity of the mobile gamers. Technological
Acceptance Model (TAM) was used to determine the behavioral intentions of digital natives and
digital immigrants. Frequency count, percentage, mean, and cross tabulation were used in
presenting socio-demographic, psychographic profile, spending habit, and consumption habit

of the digital natives and digital immigrants, and independent t-test was used to determine the
differences between the behavioral intentions, spending, and consumption habits of digital
natives and immigrants in the study.
Majority of the participants are digital natives, and majority are in the ages between 20
to 25 years old. Most of them are single and in college level. Both digital natives and digital
immigrants preferred free-to-play game business model, and preferred Massive Online Battle
Arena (MOBA) and Battle Royale game genres.
Furthermore, a significant difference occurred between the behavioral intentions of
digital natives and digital immigrants towards mobile games, digital natives have a strong
perception towards smartphone/tablets as a gaming medium in comparison to other gaming
platforms; digital natives perceived that smartphone/tablet is easier to use in comparison to
other gaming devices. Meanwhile, no significant difference was found between the spending
habits of digital natives and immigrants. Both spent at app-store, in-game stores, and mobile
data at almost similar manner.
Lastly, there was also a significant difference that existed between the consumption
habits of digital natives and immigrants in terms of daily emulator consumption, and daily
smartphone/tablet consumption. However, no significant difference was found between the
frequency of using mobile data for mobile gaming, weekly gameplays, and preferred time of the
day. The frequency of regularly using mobile data for gaming is high whether an individual is a
digital native or a digital immigrant.

Submitted to the University Library 03/04/2020 T-8519