The conflict between absorption and selfcontrol in playing computer games: How do free trial restrictions influence playing experience and purchase decision making

Abstract

Computer games are enduringly favorite to adolescents and appear more and more popular with adults. However, little is known about a special form of computer game software, the free trial version, and the effects of trial restrictions on player behavior and decision making. To address the impacts of free trial restrictions, this study develops a research model based on the opponent-process theory and Mere Exposure Theory to explore the conflicting forces between cognitive absorption and self-control, which further influence a trial player's willingness to pay for the product. A survey mechanism was designed and conducted to collect data. Data analysis, discussion on results, and implications are presented.