Towards to personal profiles of online video game players: application of POS-PLS on UTAUT model

Abstract

There are diverse segmentations of online players in the literature. Most of them are proposed a priori, and there are no segmentations based on the acceptance of technology and the personal values of the players. The foremost purpose of this study is to obtain a clustering of online video games players, founded on UTAUT model, and to describe the subsequent segments consistent with the personal values of Schwartz. The measurement model and the structural model was analyzed with partial least squares (PLS). Subsequently, the POS-PLS technique has been devoted to inspect unobserved heterogeneity and to find players’ segments. Four segments are obtained from the statistical tools.