Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention
In the highly dynamic and fast growing online mobile gaming industry, revenue streams are the most important for the game developers. One of the significant ways to generate revenues is to boost the in-app purchases by gamers. Using Stimulus-Organism-Response (SOR) framework, the present study model...
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| Format: | Article |
| Language: | Spanish |
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Elsevier
2024-09-01
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| Series: | European Research on Management and Business Economics |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883424000123 |
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| author | Beenish Tariq Thurasamy Ramayah Mark D. Griffiths Antonio Ariza-Montes Heesup Han |
| author_facet | Beenish Tariq Thurasamy Ramayah Mark D. Griffiths Antonio Ariza-Montes Heesup Han |
| author_sort | Beenish Tariq |
| collection | DOAJ |
| description | In the highly dynamic and fast growing online mobile gaming industry, revenue streams are the most important for the game developers. One of the significant ways to generate revenues is to boost the in-app purchases by gamers. Using Stimulus-Organism-Response (SOR) framework, the present study modelled addiction, loyalty and in-app purchases with chronotypes (a biological disposition) as a moderator. The study posited that loyalty is one of the significant mediators to convert addiction into in-app purchases. For the present study, 345 university students completed a survey, and the data were analyzed via SmartPLS using multigroup analysis. The moderation of chronotypes (a biological disposition) and mediation of loyalty for in-app purchase intention were tested and supported by the results. The study suggested that evening type individuals had a higher tendency to be loyal towards online mobile gaming compared to morning type individuals. Moreover, evening type individuals had higher inclination toward in-app purchase intention compared to morning type individuals. Loyalty functioned as a mediator between addiction and in-app purchase intention. The present study is one of the first to investigate the role of chronotypes as moderator and loyalty as a mediator for online mobile gaming in-app purchase intention utilizing the SOR framework. From a practitioners’ perspective, the present study highlighted a loyal segment of gamers who is more inclined to make in-app purchases. In addition, it highlights a dilemma for gaming operators to balance revenue generation with the well-being of its clientele. |
| format | Article |
| id | doaj-art-bd43c6deb7e341d68fa640c38393d69a |
| institution | DOAJ |
| issn | 2444-8834 |
| language | Spanish |
| publishDate | 2024-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | European Research on Management and Business Economics |
| spelling | doaj-art-bd43c6deb7e341d68fa640c38393d69a2025-08-20T02:49:02ZspaElsevierEuropean Research on Management and Business Economics2444-88342024-09-0130310025210.1016/j.iedeen.2024.100252Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intentionBeenish Tariq0Thurasamy Ramayah1Mark D. Griffiths2Antonio Ariza-Montes3Heesup Han4Marketing Department, College of Business Administration, Prince Sultan University, Riyadh, Kingdom of Saudi ArabiaSchool of Management, Universiti Sains Malaysia, Minden, Penang 11800, Malaysia; Department of Information Technology & Management, Daffodil International University, Birulia, Bangladesh; Department of Management, Sunway Business School (SBS), Petaling Jaya, Selangor 47500, Malaysia; University Center for Research & Development (UCRD), Chandigarh University, Ludhiana, Punjab 140413, India; Faculty of Economics and Business, Universitas Indonesia (UI), Depok City, West Java 16424, Indonesia; Management Information Systems Department, School of Business, The University of Jordan (UJ), Amman 11942, Jordan; Faculty of Economics and Business, Universiti Malaysia Sarawak (UNIMAS), Kota Samarahan, Sarawak 94300, MalaysiaDistinguished Professor of Behavioural Addiction, International Gaming Research Unit, Psychology Department, Nottingham Trent University, 50 Shakespeare Street, Nottingham NG1 4FQ, United KingdomSocial Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, Córdoba 14004, SpainCollege of Hospitality and Tourism Management, Sejong University, Seoul, South Korea; Corresponding author.In the highly dynamic and fast growing online mobile gaming industry, revenue streams are the most important for the game developers. One of the significant ways to generate revenues is to boost the in-app purchases by gamers. Using Stimulus-Organism-Response (SOR) framework, the present study modelled addiction, loyalty and in-app purchases with chronotypes (a biological disposition) as a moderator. The study posited that loyalty is one of the significant mediators to convert addiction into in-app purchases. For the present study, 345 university students completed a survey, and the data were analyzed via SmartPLS using multigroup analysis. The moderation of chronotypes (a biological disposition) and mediation of loyalty for in-app purchase intention were tested and supported by the results. The study suggested that evening type individuals had a higher tendency to be loyal towards online mobile gaming compared to morning type individuals. Moreover, evening type individuals had higher inclination toward in-app purchase intention compared to morning type individuals. Loyalty functioned as a mediator between addiction and in-app purchase intention. The present study is one of the first to investigate the role of chronotypes as moderator and loyalty as a mediator for online mobile gaming in-app purchase intention utilizing the SOR framework. From a practitioners’ perspective, the present study highlighted a loyal segment of gamers who is more inclined to make in-app purchases. In addition, it highlights a dilemma for gaming operators to balance revenue generation with the well-being of its clientele.http://www.sciencedirect.com/science/article/pii/S2444883424000123M1M310M370M150 |
| spellingShingle | Beenish Tariq Thurasamy Ramayah Mark D. Griffiths Antonio Ariza-Montes Heesup Han Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention European Research on Management and Business Economics M1 M310 M370 M150 |
| title | Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention |
| title_full | Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention |
| title_fullStr | Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention |
| title_full_unstemmed | Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention |
| title_short | Understanding the moderating role of chronotypes for online mobile gaming in-app purchase intention |
| title_sort | understanding the moderating role of chronotypes for online mobile gaming in app purchase intention |
| topic | M1 M310 M370 M150 |
| url | http://www.sciencedirect.com/science/article/pii/S2444883424000123 |
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