In-game interactivity, gameful experience and online gamers’ purchase intention: agamification study

Purpose This study concentrated on in-game advertising (IGA) to determine their purchase intentions in a gamification context. Specifically, this study aims to examine the role of in-game interactivity on purchase intention through gameful experience and attitude toward IGA, and further test the mediating effect of psychological ownership. Design/methodology/approach To test hypotheses, the authors collected data from 234 participants, which were analyzed through structural equation modeling. Findings Results revealed that the gameful experience positively mediates the relationship between in-game interactivity and attitude toward IGA, which positively impacts purchase intention. The moderating effect of psychological ownership on in-game interactivity and gameful experience was also significant. Originality/value The study’s insights underline the role played by game interactivity strategies in maximizing gamers’ experience in the consumption market for online gaming.