There is a rise in the number of people playing social games in recent years. Based on our observations, we found that many social gamers were spending a lot of time and money on social games. They were addicted to the social games.To have a better understanding of the virtual consumption behavior, we conducted this research using a grounded theory approach. We found that social gamers were willing to spend a lot of time and money on the game because by playing the game, they could: get an enhanced self-concept and self-efficacy, get a sense of community belonging, and distract themselves from the challenges in their lives.

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