Abstract
ABSTRACT Online gaming has become a recent leisure time activity in India, especially among the younger generation. Hence, more and more youngsters, specifically Generation Z are engaged in this virtual gaming world. In response to this scenario, our paper analyzes the role of generation Z customers’ engagement in increasing online game sales. We found that satisfaction from the game, game personalization, and social interaction increases customer engagement, thereby increasing the sale of online games. A research model was developed, and the results were tested using 266 valid questionnaires. The results from the conceptual model testing suggests that the construct of engagement is significant in influencing the purchase decisions of Generation Z customers.
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