Turkish gen Z players' in-game purchase intention: Does gender difference matter?

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dc.authorid0000-0002-8175-4618
dc.contributor.authorAkın, Mahmut Selami
dc.date.accessioned2024-01-31T10:59:08Z
dc.date.available2024-01-31T10:59:08Z
dc.date.issued2023
dc.departmentİstanbul Medipol Üniversitesi, Sosyal Bilimler Meslek Yüksekokulu, Halkla İlişkiler ve Tanıtım Ana Bilim Dalı
dc.description.abstractPurposeThis study aims to illuminate Turkish gen Z players' intention to make in-game purchases based on stimulus-organism-response (SOR) model and uncover the distinctive role of gender. Design/methodology/approachSix hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Turkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs. FindingsThe study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females. Research limitations/implicationsThe research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations. Practical implicationsMobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation. Originality/valueIt is the initial attempt to unveil Turkish young mobile players' behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players' gender discovered by the research.
dc.identifier.citationAkın, M. S. (2023). Turkish gen Z players' in-game purchase intention: Does gender difference matter? Young Consumers, 24(6), 721-741. https://dx.doi.org/10.1108/YC-12-2022-1655
dc.identifier.doi10.1108/YC-12-2022-1655
dc.identifier.endpage741
dc.identifier.issn1758-7212
dc.identifier.issn1747-3616
dc.identifier.issue6
dc.identifier.scopus2-s2.0-85165170886
dc.identifier.scopusqualityQ1
dc.identifier.startpage721
dc.identifier.urihttps://dx.doi.org/10.1108/YC-12-2022-1655
dc.identifier.urihttps://hdl.handle.net/20.500.12511/12225
dc.identifier.volume24
dc.identifier.wos001025057000001en_US
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorAkın, Mahmut Selami
dc.language.isoen
dc.publisherEmerald Publishing
dc.relation.ispartofYoung Consumersen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/embargoedAccess
dc.subjectYouth Consumer Behavior
dc.subjectGeneration Theory
dc.subjectQuantitative Methods
dc.subjectMobile Games
dc.subjectIn-Game Purchase Intention
dc.subjectGender
dc.titleTurkish gen Z players' in-game purchase intention: Does gender difference matter?
dc.typeArticle

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