Factors Affecting Engagement and Purchase Intention among Chinese Gamers: A Case Study of Leading Massively Multiplayer Online Role-Playing Games
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Purpose: This study investigates the key factors influencing user engagement and purchase intention among Chinese players of the top five MMORPGs. The conceptual framework examines the relationships among Social Ties (ST), Social Identity (SI), User Engagement (UE), Enjoyment Value (EV), Dedication (DED), Vigor (VIG), and Purchase Intention (PI). Research design, data and methodology: A quantitative design was used, featuring a structured questionnaire administered to 500 active MMORPG players in mainland China in 2023. Non-probability sampling methods included judgmental sampling to select the games, proportional quota sampling for respondents, and convenience sampling through the online platform. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) in AMOS assessed model fit, reliability, and construct validity. Results: Social ties and social identity positively affected user engagement, which in turn strongly predicted purchase intention. Enjoyment value, dedication, and vigor also significantly influenced purchase intention. Dedication emerged as the strongest predictor, followed by vigor and enjoyment value. Conclusions: All six research hypotheses were supported, confirming the model’s validity in explaining spending behavior among Chinese MMORPG players. The study recommends that developers strengthen community features, design engaging content to enhance dedication and vigor, and implement value-driven microtransactions to foster engagement, thereby promoting sustainable revenue and long-term player satisfaction.
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