Turkish gen Z players’ in-game purchase intention: does gender difference matter?

Abstract

Purpose

This 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/approach

Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. 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.

Findings

The 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/implications

The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations.

Practical implications

Mobile 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/value

It 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.

Citation

Akin, M.S. (2023), "Turkish gen Z players’ in-game purchase intention: does gender difference matter?", Young Consumers, Vol. 24 No. 6, pp. 721-741. https://doi.org/10.1108/YC-12-2022-1655