Antecedents of Satisfaction and Negative Word of Mouth in Location-Based Augmented Reality Games

Purpose: Pokémon GO is a location-based augmented reality game, which combines the virtual contents with the real world. Because the game requires outdoor activity, it is recognized as a serious game to promote physical exercise. After its launch in 2016, the game has captured global attention. To explain the Pokémon GO fever, a lot of research has focused on the motivations for using the game. Past studies have suggested the motivations underlying Pokémon GO use such as nostalgia, escapism, enjoyment, competition, and social interaction. However, research on users’ experiences is insufficient. This paper, therefore, explores the antecedents of game satisfaction and negative world of mouth in the Pokémon GO context. Research design, data, and methodology: A total of 349 validated responses from Pokémon GO players were collected by an online survey. We analyzed the data using SPSS and PROCESS Macro software. To predict game satisfaction and negative word of mouth, attitude towards the Pokémon characters, attitude towards random rewards, physical activity, and cost were included in the regression model as independent variables. In addition, we assessed the mediating role of satisfaction on the relationship between independent variables and negative word of mouth. Results: The results showed that attitude towards the Pokémon characters, attitude towards random rewards and physical activity increased satisfaction. Cost decreased satisfaction and increased negative word of mouth. Although attitude towards the Pokémon characters decreased negative word of mouth, attitude towards random rewards and physical activity didn’t show the significant effect. All independent variables showed indirect effects on negative word of mouth. Implications: Because the Pokémon media franchise had a lot of fans worldwide, the franchise company could successfully launch the location-based augmented reality game and provided users with positive experiences. Furthermore, the results indicated that game providers should pay attention to users’ perception of cost.