The Mediating Effect of Psychological Ownership on the Relationship between Value Co-Creation and the In-App Purchasing Intention of Mobile Games Players

Abstract

In previous research on in-app purchasing, one of the revenue sources for mobile games focuses on users’ unilateral relationships, such as their achievement, loyalty, and perception. However, little has been discussed about the commercial impact of the bilateral relationship. We extend discussions by examining an unprecedented issue, that is, the role of the bilateral relationships between users and mobile game companies in increasing in-app purchasing intention. We borrow from the business literature and psychology to hypothesize that when mobile game users co-create value with a mobile game company, their psychological ownership of the mobile game increases, which in turn increases their in-app purchasing intentions. To test this hypothesis, we conducted a carefully designed study by recruiting eighty-six Chinese game users. Half of the participants were exposed to an imaginary mobile game whose interface allowed them to co-create value with the mobile game company and the other half were exposed to an identical mobile game whose interface did not. We recruited participants from the two online platforms in which Chinese mobile game players gather—Weibo and WeChat Moment. Using SPSS 26, we conducted an independent samples test to test the effect of value co-creation and employed Hayes Model 4 to test whether psychological ownership mediated the relationship between value co-creation and in-app purchasing intention. We found that (1) when participants were allowed to co-create value, their in-app purchasing intentions increased, and (2) the relationship between value co-creation and in-app purchasing intention was mediated by psychological ownership. Our findings provide fresh insights for mobile game designers and marketers.

Factors Influencing Indonesian Mobile Gamers on Repurchase Intention in Freemium Mobile Game With Perval

“…For example, Chen et al ( 2017) correlated reasonable pricing with more positive attitudes and purchase intentions across mobile games generally. Studies have also linked perceived price value to continued engagement and in-app purchasing in mobile games via gameplay shapes optional purchases (Li & Joo, 2023). Past studies showed information quality, personalization, engagement, and presence impact perceived social worth.…”

“…User loyalty refers to a commitment to a brand built over repeated experiences (Nalchigar et al 2016). In mobile games specifically, it's the dedication shown through consistent gameplay and optional spending over time (Li & Joo, 2023). Owning virtual items (Li & Joo, 2023) can lead to satisfaction with features or services (Soltani-Nejad et al 2020), and pure enjoyment (Gultom et al 2021).…”

“…In mobile games specifically, it's the dedication shown through consistent gameplay and optional spending over time (Li & Joo, 2023). Owning virtual items (Li & Joo, 2023) can lead to satisfaction with features or services (Soltani-Nejad et al 2020), and pure enjoyment (Gultom et al 2021). Brand trust and reputation also shape loyalty (Cui et al 2019).…”

Gamers' Reasons for Purchasing Gaming Virtual Products: A Systematic Review

“…Subjective factors mainly include game consumption beliefs and awareness, personal habits, economic level, life and work pressure, and time cost. Consumers' game beliefs and addiction level play a decisive role in the consumption of game products, and when players spend more time and money within the game, then they will be prone to top up in the game (Balakrishnan & Griffiths, 2018;Jiao et al, 2021;Li & Joo, 2023). Of course, consumers' own economic level and values constrain their actual consumption behavior, and not having enough more disposable time and money leads to a lack of cost for players, which also affects game consumption (Hamari et al, 2017;Jang & Chung, 2021;Purnami & Agus, 2020).…”