From play to pay: The moderating role of self-efficacy in the psychological and social drivers of virtual item purchases in online video games

This study examines the moderating effect of self-efficacy on the factors that affect consumers’ purchasing intentions toward virtual items from computer online video games. It explores how these factors (Enjoyment, flow, continuous playing gaming intention, and peer influence) impact the purchase intention of customers, having self-efficacy as the moderating effect. This study uses a quantitative approach. It was conducted via an online survey distributed to 600 respondents from the Philippines who are active players of computer online video games. The results reveal that all factors significantly impact purchase intentions, with self-efficacy moderating each factor’s relationship. The positive effect of Enjoyment and Flow on purchase intention is amplified by high levels of self-efficacy while alleviating peer pressure’s effect on purchase intention. Continuous Playing Intention’s relationship with self-efficacy holds across all levels, with higher levels showing consistently strong purchase intentions. This study underscores decision-making in digital consumerism by focusing on Filipino gamers, which offers culturally relevant insights that contribute to the expansion of gaming behaviors globally. Further, the insights gained from this research could offer marketers and game developers directions on enhancing their games' overall experience and profitability.