The Mediating Role of Loyalty Between Gaming Addiction and the Intention to Purchase Online Mobile Apps

Background: Game developers' revenue greatly relies on in-game purchases, which are influenced by consumer experience, lifestyle, and perceived risk. Nevertheless, the increasing prevalence of addiction to online mobile gaming has raised concerns about how it could affect player behaviour and the market as a whole. Objectives: The study's main aim is to identify the relationship between online mobile gaming addiction and its effects on the purchase intentions and loyalty of Moroccan university students. Methodology: A 5-point Likert scale survey instrument was used to collect data from 189 Moroccan students at Ibn Tofail University. SPSS Statistics 24 and Smart PLS were used for data analysis. A two-stage structural equation modelling approach was employed to test both direct and indirect effects and to validate the proposed hypotheses. Additionally, a MANOVA test was conducted to determine whether there was a difference in addiction levels between male and female respondents. Unique Contribution: This paper contributes to understanding the dynamics of online mobile gaming addiction and its influence on consumer behaviour, particularly in the context of Moroccan university students. While it addresses the ethical considerations associated with this industry, this paper fills a gap in the literature on this topic. Key Recommendations: Game developers and operators should develop responsible practices to avoid exploiting addiction for increased purchase intentions. Moreover, the digital gaming sector must implement responsible guidelines and practices to balance engagement strategies with ethics.