Mediating Effect of Attitude on Awareness toward the Addiction Behaviour of Pokémon Go Players in Malaysia

Objective – This study looks at the addiction behaviour of Pokémon Go players in Malaysia. Its purpose is to identify the addiction behaviour of Pokémon Go players in terms of their awareness and attitude. Using the Theory of Planned Behaviour (TPB), the objectives of the study are (1) to identify the level of awareness, attitude and addiction behaviour of Pokémon Go players in Malaysia; (2) to determine the relationships among addiction behaviour, awareness, and attitude of Pokémon Go players; and (3) to investigate the mediating effect of attitude on awareness toward the addiction behaviour of Pokémon Go players. Methodology – This study employs the quantitative research design using a self-administered survey questionnaire for data collection. A total of 270 respondents are identified from selected places in the Klang Valley. Findings – The study finds that the addiction behaviour of Pokémon Go players are significantly related to awareness and attitude. In addition, attitude partially mediates the relationship between awareness and addiction behaviour on Pokémon Go players. Novelty – The level of Pokémon Go addiction behaviour is low. Therefore, it posits that the addiction behaviour of Pokémon Go is neither chronic nor a threatening phenomenon in Malaysia. Type of Paper: Empirical