Role of user-created programs in online game consumer behavior

This article reports a study investigating value co-creation in online games through fan-created mods for effects on motivations, experiences, attitudes, and satisfaction. A study of 95 World of Tank players shows that user-created mod programs directly and positively influence players' experiences and attitudes and also indirectly influence satisfaction. The study provides insights showing that mods benefit both game companies and players. Online game companies can use the results of this study to better understand the value of mods and to recognize that they will gain benefits by encouraging their use.