Why premium in freemium: a hedonic shopping motivation model in virtual game retailing

Purpose Hedonic shopping is a growing phenomenon designed to enhance gamers’ virtual content shopping experience with increasing economic significance, yet limited attention has been dedicated to this area. Our study explores key hedonic motivations of virtual content shopping and how hedonic shopping value builds trust (trust in virtual content and trust in virtual retailers) that enhances the intention to pay for premium. Design/methodology/approach This research adopts a mixed-methods approach. Study 1 is qualitative; 19 semi-structured interviews were conducted with virtual game retail platform users. Study 2, based on the literature review and qualitative inquiry findings (obtained from Study 1), proposes a research model empirically validated by analyzing survey data administered to 437 online gamers from gaming zones, cybercafés and e-sports centers. Findings The results show that in-game shopping-related adventure-, gratification-, role- and idea-seeking motivations significantly influence gamers' perceived hedonic shopping value. In turn, perceived shopping value has a significant indirect effect through trust on gamers’ intention to pay for premium. Originality/value This research contributes to gaming literature by offering a comprehensive model that elucidates the role of hedonic shopping in increasing gamers’ trust, which explains purchase behavior in the virtual game retail context. The findings deepen the understanding of the game retailing landscape and offer strategies to build gamers’ trust, increase premium usage and retain existing spenders.