Esports in-game consumption across generations: Integrating motivated reasoning theory and the theory of planned behavior

Abstract

The revenue from virtual non-functional products has become a significant revenue source for the video game industry. Despite growing interest, understanding the decision-making processes behind virtual non-functional products consumption in free-to-play games remains limited. This study contributes to existing literature by testing a multi-relational model (motivation-cognition-intention-behavior). We aim to examine how gamers’ self-presentation motivation is associated with their attitude, subjective norm, and perceived behavioral control, and how these factors relate to their purchase behavior. Data were collected via an online survey distributed on Reddit to esports gamers with prior purchase experience (N=239). All constructs were measured using established multi-item Likert scales. Structural equation modeling and multi-group analysis were conducted using Mplus 8.8. Results showed that gamers’ self-presentation motivation in the game is positively associated with gamers’ attitude (β=.246, p