TY  - JOUR
AV  - none
N2  - Research on video-games has progressively increased since 2000, yet past studies are limited to explore the moderating role of video-game engagement in the collectivist society, especially in the context of Malaysia to investigate how video-game engagement influences consumersâ?? behavior in terms of their personality traits. Therefore, the contemporary study attempts to propose a conceptual model to examine how video-game engagement moderates the relationship between HEXACO personality traits and consumersâ?? personality. On basis of reviewing past studies, and their research issues, this study has suggested a distinctive conceptual model that has been proposed from traits theory of personality and engagement theory, particularly by taking the dimensions of HEXACO personality inventory model and one of the essences of engagement theory (learning through getting exposure of digital-framework) like video-game engagement as moderating variable. This paper has come up with the study propositions, which further requires future work to investigate them empirically. This study is unique in marketing to contribute in the field of consumer behavior by investigating the role of hedonic product as â??video gameâ?? and its consumption as â??engagementâ?? and examining its moderating influence on consumersâ?? personality. © 2015 American Scientific Publishers. All rights reserved.
VL  - 21
JF  - Advanced Science Letters
EP  - 1220
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-84946028485&doi=10.1166%2fasl.2015.6080&partnerID=40&md5=fdbb7076fad1b49ffbf0ded993aeef5c
PB  - American Scientific Publishers
N1  - cited By 2
SP  - 1216
IS  - 5
SN  - 19366612
TI  - A conceptual model: Video-game engagement and its moderating impact on consumersâ?? personality
ID  - scholars6244
A1  - Abbasi, A.Z.
A1  - Jamak, A.B.S.A.
Y1  - 2015///
ER  -