12 Quantitative Analysis
12.4. Testing Hypothesis 1 – The Comparison of the Survey Results
In the comparison of the two surveys, a selection of the most relevant results will be discussed. For further insights, the appendix chapter F1. can be consulted.
69 As was mentioned in the methodological part, the Mann-Whitney U test was used to calculate the effect strength of the influence the game has on the survey results. The effect strength is only calculated in cases where the game has a significant influence on the results. Regarding this thesis, the game showed to have a significant influence on the participants in the results of 35 questions, which is in 61,4% of total cases. Thus, it can already be stated that the genre of a game has a significant influence in most cases which signifies that hypothesis 1 can be seen as approved.
The effect strength can be categorized in weak (r < 0,1), medium (0,1 ≤ r < 0,5) and strong (r > 0,5) effect strengths 336. Although a significant influence is prevalent
in the majority of cases, none of the r values exceed the factor of 0,5, while simultaneously only falling below the value of 0,1 in 2 cases. When comparing whole clusters, the cluster of economic rationale showed no difference in the results, although this is limited by the fact that it only consists of 3 questions. The skin-centred cluster on the other hand shows the highest average effect strength of 0,29, followed with some distance by the extrinsic influences with a value of 0,17. For the skin-centred question, only one out of the 5 questions showed no difference in the perception by the two different groups, which was the question about the importance of finding a skin aesthetically pleasing, which received a mean of 4,86 for League of Legends players and 4,84 for Guild Wars 2 players. Subsequently, the highest value and thus the factor which is influenced the most by the respective game being played, can be found in question 50, with a r value of 0,48. With this question League of Legends players were asked if they enjoyed the Louis Vuitton collaboration and Guild Wars 2 players were asked if they would be interested in a skin collaboration with a brand they know, which is also part of the skin-centred cluster. The question reached a mean of 3,63 for League players and 2,25 for Guild Wars 2 players. This difference might stem from the fact that League of Legends players already had a practical example they could judge, whereas Guild Wars players did not. This theory is supported when compared to the statements participant 1 made during her interview, who also mentioned that she was sceptical at first but was persuaded in the end 337. Thus, it might also be
possible to also change the minds of Guild Wars players, although a certain scepticism is prevalent. The second biggest effect strength with a value of 0,43 can be found in the question if players enjoy using skins with a comedic factor,
336 Cohen – A Power Primer p. 156 337 Participant 1 - #00:03:19-5#
70 which was partly approved by League players with a mean of 3,8, and showed neutral results with a negative tendency for Guild Wars players with a mean of 2,66. This might partly be based in the selection of skins that are available for the respective games, as well as the nature and role of the characters. These findings are supported by the difference in opinion when players were asked if they felt that it is important that skins are authentic and fit into the gaming environment. The mean of 2,5 showed that League players mainly give this factor a low priority, while the votes of Guild Wars players resulted in a mean of 3,45. While showing strong tendencies to either rejection and approval, both these values are situated in the non-meaningful range around the neutral value of 3, but the effect strength of 0,34 still signals a significant difference in the perceived importance for the two samples. Additionally, the identically high variance of 1,7 shows some strong deviations in the opinion of the participants, which was also broached during the qualitative analysis, with the Pug´Maw and bikini skins. Furthermore, Guild Wars players felt that looking like other members of the team, which reached a mean of 2,8, was a lot less favourable than what League players thought, who accumulated a mean of 3,72, which resulted in an effect strength of 0,41. This difference might stem from the fact that League of Legends is primarily a 5 versus 5, player versus player- centred game, whereas Guild Wars 2 can be played in different modes with varying team sizes and also includes player versus environment elements.
The fourth biggest effect strength of 0,4 can be found in the evaluation of how important looking cool is to the players, which reached a mean of 4,48 for League players, which is the second highest mean of all questions, whereas it only reached a mean of 3,67 for Guild Wars players. When compared to statements given in the interviews, this difference in perception might be related to the fact that it is impossible to combine or customize the composition of a skin in League of Legends, which diminishes the importance of creativity when making certain choices. This theory is partly supported by the results of question 5, which asked if players like to get positive reactions for the creative choices they made, which resulted in a mean of 3,97 for Guild Wars players and 3,13 for League of Legend players. The effect strength of 0,32 shows that the factor of creativity is significantly more important for Guild Wars players.
As mentioned in the previous summaries, a subscription model is seen as having a negative influence on the willingness to spend money for skins by both parties. But when asked if games need to be free in order to buy skins, an effect strength of 0,3 showed significant differences in the results. Guild Wars players agreed with
71 a mean of 3,9 that games don't need to be free for them to buy skins, whereas League players only cumulated in a mean of 3,09. This increased willingness in spending money might be based in the fact that Guild Wars 2 is a complex open- world game with a multitude of areas that can be explored, whereas League of Legends is a battle arena based game with limited map sizes and game modes. This is also represented by the fact that Guild Wars 2 offers a range of paid additional content to the game, which is not available in League of Legends. That said difference isn´t based on an increased thriftiness of League players is supported by the results of question 49, where players were asked if they were willing to spend more money for skins that have a range of additional features, like new sounds or attack animations. While League players show a high willingness to spend more money with a mean of 4,47, Guild Wars players only partly approved this factor with a mean of 3,86 which in turn resulted in an effect strength of 0,31.
Summarized it can be said that the type of game played has a significant influence on the results of the majority of questions, although there are distinct differences in the respective clusters. The origins of these differences are either based in the different user groups playing the game or in the different game inherent characteristics and mechanics. These questions cannot be conclusively answered without further research. Hypothesis 1 assumed that the respective game played by the participants has a significant influence on the decision-making process, which can be seen as approved.