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TOPIC 6: Enterprise as Play Small Worlds BY Eddie Tsoodol Vipin Kumar Vinavanh Svengsuksa POSTGRADUATE DIPLOMA IN BUSINESS APMG 8119: DIGITAL ENTERPRISE 2013. Question 1: Hedonic motivation in Games.

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TOPIC 6: Enterprise as PlaySmall WorldsBY Eddie TsoodolVipin KumarVinavanhSvengsuksaPOSTGRADUATE DIPLOMA IN BUSINESSAPMG 8119: DIGITAL ENTERPRISE2013

question 1 hedonic motivation in games
Question 1: Hedonic motivation in Games

Subjectivity & Desire initiates HCV between the blurred boundaries of imagination and reality

HCV defined and is formative measure of:

self-congruity – HR people by observing the products bought and placed can evaluate the favourite ones which can be used as a motivation by presenting in reality

self-efficacy – by observing overall environment created can be evaluated the learning ability

self-concept – identifying the perception and values of employee will allow to better adapt into organisation

question 1 hedonic motivation in games1
Question 1: Hedonic motivation in Games

4. Enjoyment – identify the motivational approach to each employee engaged into game.

5. Whole gaming process can be introduced in interview and induction processes of HR

2 define this system and discuss how this system can be used to create business value
2. define this system and discuss how this system can be used to create business Value

Smallworlds provides computer game as a structural system of existents and events and a spatial narrative which can be deployed by game designers to encourage consumers to create their own narratives during digital play (Buchanan-Oliver, M& Seo, Y, 2012). These create playful consumption for consumers.

For example, pay and the context of play

2 define this system and discuss how this system can be used to create business value1
2. define this system and discuss how this system can be used to create business Value

1 the role of rules to play that constitute playful experience (play)

2 The activities, stories of the games which include sophisticated and dynamic images of imagined worlds and characters ( the context of play)

3 key success factors in value creation for virtual worlds
3. Key Success Factors in Value creation for Virtual Worlds

Companies can look into creating value only if user involvement and experience in the virtual world is satisfactory. Virtual experience of users in virtual worlds can be understood by telepresence (Steuer, 1993) and achievement of flow (Novak et al, 2009). Key Success factors for value creation in virtual worlds are:

1. Value for Customers:

• Better engagement of customers via marketing activities, engaging and dynamic content, and Freebies

• Disadvantages of spamming marketing activities: public protests, anti-corporations demonstration, Second life members spitting on marketers

(Henttonen, Hietanen, Rokka & Tikkanen, 2009)

3 key success factors in value creation for virtual worlds1
3. Key Success Factors in Value creation for Virtual Worlds

2) Highly Interactive Applications:

• Individual motivation factors are Socializing, creativity and escape (Henttonen, Hietanen, Rokka & Tikkanen, 2011)

• Increased interactivity with products, company representatives, and other customers present the opportunity for VW members to realize individual motivations

• Companies benefit by real-time communication, low cost feedback and experimentation

• Increasing Interactivity: Technological advancements(keyboard, mouse and Voice controls), Website features and flexibility (User modifiable characteristics and characteristics of mediated presentation and experience), and speed of responses

(Henttonen, Hietanen, Rokka & Tikkanen, 2009)

3 key success factors in value creation for virtual worlds2
3. Key Success Factors in Value creation for Virtual Worlds

3) Community Management:

• Community is based upon common tasks, problem, and/or tasks where members reflect explicit codes of behavior. Community management is a process of establishing, maintaining and reproducing a virtual community for commercial purpose. Consumers are actively and deeply involved, articulate consumption activities.

• Community level engagement and promoting shared experiences. Marketers as partners working at virtual locations to provide value via entertainment, freebies and relevant services.

(Henttonen, Hietanen, Rokka & Tikkanen, 2009)

reference lists
Reference lists

Buchanan-Oliver, M & Seo, Y, (2012). Play as co-created narrative in computer game consumption: The hero’s journey in Warcraft III. Journal of Consumer Behavior. Doi: 10.102/cb.392

Hoffman, D. L., & Novak, T. P. (2009). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23, 23-34. doi: 10.1016/l.intmar.2008.10.003

Henttonen, T., Hietanen, J., Rokka, J., & Tikkanen, H. (2011). The (real) world is not enough:motivational drivers and user behavior in virtual worlds. Journal of Interactive Marketing, 47(8), 1245-1260.

Henttonen, T., Hietanen, J., Rokka, J., & Tikkanen, H. (2009). Exploring virtual worlds:success factors in virtual world marketing. Management Decision,47(8), 1357-1381.