The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps
Background: Game developers' revenue greatly relies on in-game purchases, which are influenced by consumer experience, lifestyle, and perceived risk. Nevertheless, the increasing prevalence of addiction to online mobile gaming has raised concerns about how it could affect player behaviour and...
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| Format: | Article |
| Language: | English |
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Department of Mass Communication, University of Nigeria
2024-12-01
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| Series: | Ianna Journal of Interdisciplinary Studies |
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| Online Access: | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/319 |
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| _version_ | 1846100394179035136 |
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| author | Wassil Elanguoud Ilham El haraoui Youssef Khatori Mohammed Aqqaoui |
| author_facet | Wassil Elanguoud Ilham El haraoui Youssef Khatori Mohammed Aqqaoui |
| author_sort | Wassil Elanguoud |
| collection | DOAJ |
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Background: Game developers' revenue greatly relies on in-game purchases, which are influenced by consumer experience, lifestyle, and perceived risk. Nevertheless, the increasing prevalence of addiction to online mobile gaming has raised concerns about how it could affect player behaviour and the market as a whole.
Objectives: The study's main aim is to identify the relationship between online mobile gaming addiction and its effects on the purchase intentions and loyalty of Moroccan university students.
Methodology: A 5-point Likert scale survey instrument was used to collect data from 189 Moroccan students at Ibn Tofail University. SPSS Statistics 24 and Smart PLS were used for data analysis. A two-stage structural equation modelling approach was employed to test both direct and indirect effects and to validate the proposed hypotheses. Additionally, a MANOVA test was conducted to determine whether there was a difference in addiction levels between male and female respondents.
Unique Contribution: This paper contributes to understanding the dynamics of online mobile gaming addiction and its influence on consumer behaviour, particularly in the context of Moroccan university students. While it addresses the ethical considerations associated with this industry, this paper fills a gap in the literature on this topic.
Key Recommendations: Game developers and operators should develop responsible practices to avoid exploiting addiction for increased purchase intentions. Moreover, the digital gaming sector must implement responsible guidelines and practices to balance engagement strategies with ethics.
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| format | Article |
| id | doaj-art-ab88ce3e6ba84ef5b8dd8f9d435b47fb |
| institution | Kabale University |
| issn | 2735-9883 2735-9891 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Department of Mass Communication, University of Nigeria |
| record_format | Article |
| series | Ianna Journal of Interdisciplinary Studies |
| spelling | doaj-art-ab88ce3e6ba84ef5b8dd8f9d435b47fb2024-12-30T09:36:07ZengDepartment of Mass Communication, University of NigeriaIanna Journal of Interdisciplinary Studies2735-98832735-98912024-12-0171The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile AppsWassil Elanguoud0https://orcid.org/0009-0007-7289-8402Ilham El haraoui1https://orcid.org/0000-0002-5962-6409Youssef Khatori2https://orcid.org/0000-0001-9587-5106Mohammed Aqqaoui3https://orcid.org/0009-0006-0643-7723Université Ibn tofailIbn Tofail UniversityIbn Tofail UniversityIbn Tofail University Background: Game developers' revenue greatly relies on in-game purchases, which are influenced by consumer experience, lifestyle, and perceived risk. Nevertheless, the increasing prevalence of addiction to online mobile gaming has raised concerns about how it could affect player behaviour and the market as a whole. Objectives: The study's main aim is to identify the relationship between online mobile gaming addiction and its effects on the purchase intentions and loyalty of Moroccan university students. Methodology: A 5-point Likert scale survey instrument was used to collect data from 189 Moroccan students at Ibn Tofail University. SPSS Statistics 24 and Smart PLS were used for data analysis. A two-stage structural equation modelling approach was employed to test both direct and indirect effects and to validate the proposed hypotheses. Additionally, a MANOVA test was conducted to determine whether there was a difference in addiction levels between male and female respondents. Unique Contribution: This paper contributes to understanding the dynamics of online mobile gaming addiction and its influence on consumer behaviour, particularly in the context of Moroccan university students. While it addresses the ethical considerations associated with this industry, this paper fills a gap in the literature on this topic. Key Recommendations: Game developers and operators should develop responsible practices to avoid exploiting addiction for increased purchase intentions. Moreover, the digital gaming sector must implement responsible guidelines and practices to balance engagement strategies with ethics. https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/319Online mobile applicationsGaming addictionConsumer loyaltyMobile game purchases |
| spellingShingle | Wassil Elanguoud Ilham El haraoui Youssef Khatori Mohammed Aqqaoui The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps Ianna Journal of Interdisciplinary Studies Online mobile applications Gaming addiction Consumer loyalty Mobile game purchases |
| title | The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps |
| title_full | The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps |
| title_fullStr | The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps |
| title_full_unstemmed | The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps |
| title_short | The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps |
| title_sort | mediating role of loyalty between gaming addiction and the intention to purchase online mobile apps |
| topic | Online mobile applications Gaming addiction Consumer loyalty Mobile game purchases |
| url | https://iannajournalofinterdisciplinarystudies.com/index.php/1/article/view/319 |
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