Motives for posting online reviews on app stores among hypercasual game players: exploring the role of demographic factorsRanchikj, Vladana (Avtor) Petrovčič, Andraž (Mentor) game genrehypercasual mobile gamesonline reviewplayer motivationreview-writing behaviorMobile games and smartphones have become essential components of our everyday lives, with hypercasual games gaining popularity due to their accessibility and low time investment. This study examined hypercasual games' evolving nature, genre characteristics, and the motives driving players to write online reviews on app stores. We explored how demographic factors and preferred game genres influence these motives by using data collected with a web survey. Our findings show that altruism was the strongest motivation, with players primarily driven by a desire to help others. Younger players were more inclined to write reviews because of collectivism or provide balanced feedback, while employed individuals were more motivated by balance. Education emerged as the most influential factor when combining demographic traits with game genres. Players with lower educational attainment in puzzle games displayed stronger collectivist motives, while those with bachelor's degrees in simulation games leaned more toward balance. In action games, players with master's or PhD degrees were primarily motivated by balance, while those with bachelor's degrees showed stronger collectivist motives. These findings align with research emphasizing social engagement and individual values in review-writing behavior.V. Ranchikj20252025-05-09 08:30:03Magistrsko delo/naloga169055UDK: 004.9:004.5(043.2)VisID: 174849COBISS_ID: 235982851sl