Download This PaperLinking Gamers’ Competitive Spirit and In-Game Impulse Purchase: The Need for Popularity as a Mediator and Social Competence as a Moderator
40 Pages Posted: 11 Jul 2024 Last revised: 6 Nov 2024
Date Written: May 01, 2024
Abstract
This study investigated the effects of competitive attitudes on in-game impulse purchase behaviors, focusing on the mediating role of the need for popularity and the moderating effect of social competence. Data collected from 234 participants via broadcasters on Discord and Twitch platforms was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings confirm that the need for popularity fully mediates the relationship between competitive attitudes and in-game impulse purchases. Moreover, social competence was found to moderate this relationship negatively, indicating that individuals with lower social competence are more influenced by their need for popularity when making in-game impulse purchases. These insights highlight the significant impact of social dynamics and individual psychological traits on consumer behavior in gaming environments. Furthermore, these results emphasize the ethical imperative for game developers to implement protective measures to safeguard consumers from the potential negative effects of in-game impulse purchases.
Keywords: In-game purchase, Impulse purchase behaviors, competitive attitude, The need for popularity, Social competence.
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111 References
- Appendix A Social Competence Posted: 2008
- I help other people
- I share what I have with others
- I ask others if I can be of help
