When traditional culture meets digital games: pathways and boundary conditions linking cultural identity to purchase intention

Purpose This study aims to examine how cultural identity is associated with purchase intention for paid digital games featuring local cultural elements. In the context of Black Myth: Wukong, it further investigates whether perceived value and immersive experience explain this relationship and whether price sensitivity conditions these associations. Design/methodology/approach Survey data from 1,167 mainland Chinese and international gamers were analysed using covariance-based structural equation modelling. Analysis of variance (ANOVA) and cross-sample model comparisons were used to examine group differences. Findings Cultural identity was positively associated with purchase intention, with significant indirect effects through perceived value and immersive experience. In the full sample, price sensitivity weakened the links between cultural identity and both mediators and their indirect effects. Mainland Chinese gamers showed higher cultural identity and perceived value, and stronger direct and indirect effects of cultural identity, than international gamers. The moderating effect of price sensitivity was not significant in the international subsample. Practical implications Managers can strengthen culturally grounded digital products by embedding culturally resonant narratives, symbols and aesthetics into product design, communicating their relevance to target consumers and adopting differentiated value-framing and pricing strategies for consumers with varying levels of price sensitivity. Originality/value This study applies cultural identity theory to paid digital game consumption by integrating perceived value and immersive experience as two distinct mechanisms linking cultural identity to purchase intention and examining price sensitivity as a boundary condition of these relationships.