Elanguoud Wassil*, Harraki Mehdi, Rachidi Yassine, Aqqaoui Mohammed, Achour Mehdi and El Haraoui Ilham
Recent advancements in the digital gaming industry have sparked interest in exploring the interplay between online mobile gaming addiction, loyalty, and purchase intention, shedding light on the underlying mechanisms that drive consumer behavior in this immersive virtual realm. This study investigated the influence of addiction on loyalty and purchase intention among Moroccan university students. A quantitative approach was employed, utilizing a 5-point Likert scale survey instrument. The data were analyzed using SPSS Statistics 24 and Smart PLS. A two-step Structural Equation Modeling (SEM) approach was applied to examine direct and indirect effects and test the proposed hypotheses. Additionally, a Multivariate Analysis of Variance (MANOVA) was conducted to compare addiction levels between male and female participants. The findings revealed a positive relationship between online mobile gaming addiction and loyalty, as well as a positive influence of addiction on the purchase intention of in-game mobile applications. These results highlight the importance of emphasizing the need for game developers and operators to carefully consider their engagement strategies and ethical responsibilities. While fostering customer loyalty is essential, the findings raise ethical concerns about the potential exploitation of addiction to increase purchase intention.
PDFShare this article
