Consumer Behavior In Online Games

The present paper focuses on the concepts of motivations and fun in online games. The ultimate goal of our research is to understand consumer behaviour toward an online games extending Yee’s model of motivations (Yee, 2006). We investigate relationships between fun, motivations, continued intention to play and such characteristics of players as age and rank. Moreover, we examine if the relationships are different depending on user characteristics (experience, donation). Our calculations are based on statistical procedures (structural equation modeling) for players of one particular game “Tanki Online”.