From Play to Pay: Exploring Imaginal and Emotional Virtual Item Retail Experiences in Online Game Environment

Abstract

In online gaming, selling virtual game items is a growing phenomenon designed to engage players. Despite growing adoption, little remains known regarding the gamer’s perceived virtual item retail experiences, particularly in the online game retail context. Based on the hedonic consumption perspectives, we examined the role of escapism, role projection, fantasy, enjoyment, emotional involvement, and arousal in developing positive attitudes toward in-game virtual items, which eventually enhanced behavioral outcomes such as game store loyalty, willingness to pay (WTP) and word-of-mouth (WOM). We collected survey data from 281 online gamers and analyzed the data using partial least squares (PLS)-based structural equation modeling. The results indicate that fantasy, escapism, enjoyment, and arousal significantly enhance gamers’ favorable attitudes toward virtual item experiences. Moreover, the findings indicate the positive influence of attitude on players’ WTP, loyalty to retailers, and positive WOM. This study is the first to explore imaginal and emotional experiences as antecedents that derive gamers’ favorable attitudes toward in-game item retail experiences and their subsequent influence on gamers’ consumption behavior. Online game retailers may benefit from focusing on virtual item experiences to elevate premium gamers’ retail attitudes and their ensuing consumption behaviors.