Analyzing online game players: from materialism and motivation to attitude.

The online game market has been growing rapidly and has received an increasing amount of attention in recent years. The results of a survey conducted in China to explore online game players' attitude formation reveal that (a) the online game player's level of materialism positively influences the motivation for playing, (b) motivation positively influences attitude toward online games, and (c) motivation fully mediates the effects of materialism on attitude.