Player experiences and motivations in the game stages of an MMORPG from the perspective of product life cycle theory

This study aimed to explore the gaming motivations of the players in a specific MMORPG by suggesting an individual approach to the product life cycle theory. Five questions, focused on the product life cycle stages, were used to interview. A total of 257 meaningful statements were produced during interviews and used as research data. The content analysis was conducted with two cycle coding method; 182 in vivo codes for the first cycle and 21 pattern codes for the second cycle are revealed. A hierarchical framework was generated respectively from code, category, theme, and theory to describe product life cycle stages. 21 motivational categories formed 4 themes that have similar properties with the product life cycle stages. The results reveal the motivational experiences of gamers for each theme and suggest an individual evaluation process to the product life cycle theory on the market. The practical implications findings are also discussed.