Psychological and behavioral determinants of in-game purchase intention: the role of flow experience, addiction and e-WOM

The main purpose of this study is to determine the antecedents of online game purchase intention. The theoretical background of the research is based on the Flow Experience Theory. In this context, the study examines the relationships between flow experience, online game addiction, smartphone addiction, stickiness, e-WOM, and in-game purchase intention.

Data were obtained from 870 participants via an online survey using the convenience sampling technique. To test the hypotheses of the research, PLS-SEM was employed using the SmartPLS software. The results of the study show that flow experience and e-WOM are the variables that directly affect in-game purchase intention.

In addition, flow experience was found to have a significant effect on online game addiction, smartphone addiction, and stickiness. Furthermore, the effects of flow experience, online game addiction, smartphone addiction, and stickiness on e-WOM were statistically confirmed. By identifying the determinants of in-game purchase intention, this study makes a theoretical contribution to the literature on consumer (user/player) behavior in digital gaming environments.

The findings specifically demonstrate how flow experience, different forms of addiction, stickiness, and e-WOM are associated with in-game purchase intention, thereby advancing scholarly discussions on consumer behavior within the digital gaming context. From a practical standpoint, the results provide guidance for game and application developers, marketing professionals, and managers in designing strategies aimed at enhancing user engagement and purchase-related outcomes. Finally, future research is encouraged to examine the indirect effects of the variables included in this study on in-game purchase intention.

During the preparation of this work, the authors used DeepL Translator PRO and Grammarly Premium to improve the language and readability of this paper. After using these tools/services, the authors reviewed and edited the content as needed and take full responsibility for the content of the publication. This study involved a non-interventional social science survey that did not include any medical procedures, collection of biological samples, or personally identifiable sensitive information.

All procedures were carried out with respect to participant rights, dignity, and privacy. Business Administration Department, Çanakkale Onsekiz Mart University, Çanakkale, Turkey Department of International Trade and Finance, Sakarya University of Applied Sciences, Sakarya, Turkey Sakarya Büyükşehir Belediyesi, Sakarya, Turkey Department of International Trade and Business Administration, Çanakkale Onsekiz Mart University, Çanakkale, Turkey Correspondence to Metin Saygılı, Tolga Yalçıntekin or Mert İnal. The authors declare no competing interests.