The Perceived value of videogame packaging among young adults

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Title: The Perceived value of videogame packaging among young adults
Author: Kibbe, Colby
Abstract: Numerous forms of media content that once utilized physical distribution, such as music, movies, and publications, are now being distributed digitally. Videogames are the latest media content to be distributed in this manner, thus removing suppliers--such as packaging printers--who played a role in traditional physical distribution. With the U.S. printing industry projected to decline by 15% by 2015 (Romano & Broudy, 2010), the loss of packaged videogames as a source of revenue for packaging printers may further threaten the viability of the industry. The purpose of this research was to determine the current perceived value of packaged vs. digitally distributed videogames. A survey of 140 students at a large university located in the upstate New York area was sampled. The results revealed that an average of 66% of videogames purchased in the last six months were bought digitally. In regards to the perceived value of packaged videogames, More Content was cited by 70% of respondents as a reason to purchase packaged games. For digitally distributed games, Convenience (88%), Accessibility (86%), and Price (74%) were all cited as advantages. When asked about their preference for packaged over digital videogames, Ownership (18%) and Tangibility (18%) were the top open-ended responses. In sum, even though respondents provided numerous statements supporting packaged videogames, the value provided by digitally distributed videogames seems to be enough to sway the majority of consumers in this study towards the digital procurement of videogames. This trend will further decrease the need for printing of videogame packages.
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Date: 2012-05

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