More Than Just a Game: How Intrinsic Motivation and Artificial Intelligence‐Enhanced Trading Shape Consumer Well‐Being in Virtual Markets

ABSTRACT This study aims to enhance our understanding of the factors that predict well‐being in video gaming, a rapidly growing form of entertainment and social engagement. Using self‐determination theory (SDT), the research explores the behaviors of gamer consumers. Data were collected through an online questionnaire. Responses from 265 gamers across 22 countries were collected through various social media platforms for gaming. Autonomy, competence, and relatedness rooted in using skins influenced well‐being indirectly through game‐playing enjoyment, with relatedness emerging as the most impactful factor. Artificial intelligence (AI)‑enhanced trading exerted a direct positive effect on well‑being. However, unlike autonomy and competence, it did not exert an effect through enjoyment. Peer influence had only a marginal effect. These results underscore the critical role of intrinsic motivators, particularly relatedness, in shaping well‐being through enjoyable gaming experiences. Ultimately, although autonomy and competence rooted in using skins also contribute to well‐being, relatedness is the strongest predictor. This finding suggests that fostering social connections in gaming environments can enhance gamers' overall well‐being.