Video game localization factors and impacts on digital purchasing behavior

abstract

From the thesis.

2000s technology made everything come up to each person’s devices by itself thanks to widespread broadband internet connection. Therefore, content business took its share from this revolution by digitalizing; however, since there are lots of different people from different countries with different languages, cultures or understandings, localization became an issue for producers to satisfy their consumers with rapid growth of distribution via internet. That increase of internet connection also made digital content business market more and more competitive and video games became one of the most promising one with its growth, market size and accessibility.

In this research, as a side-effect of globalization, localization is examined for video games with its moderation effect on digital purchasing intention. In order to analyze this effect, questionnaires with differing moderators are applied to Turkish gamers for understanding their intentions as a whole and change under different localization circumstances. For the statistical analyses and comparisons, different variations of multiple regression analysis is used mainly.

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