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Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention

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  • Wu, Shu-Ling
  • Hsu, Chiu-Ping

Abstract

This study presents a conceptual model of how aesthetic design, avatar identification, and player co-creation behavior enhance the players' perceived authenticity of massively multiplayer online role playing games (MMORPGs), thereby increasing both the players' willingness to play and their virtual item purchase intention. In our model, authenticity is defined as the perception of genuineness that causes players to perceive people, and objects as real, and is considered a driving force of pleasurable game experience. Structural equation modeling was used to estimate the model based on survey data from 393 MMORPG players. The findings show that aesthetic design, players' avatar identification, and player co-creation behavior all influence play intention and virtual item purchase intention. The empirical results indicate that players' perceived authenticity increases players' intentions to play and purchase virtual items. This study contributes to a more comprehensive understanding of how perceived authenticity affects players' participation and purchase intention in MMORPGs.

Suggested Citation

  • Wu, Shu-Ling & Hsu, Chiu-Ping, 2018. "Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention," Journal of Business Research, Elsevier, vol. 92(C), pages 242-249.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:242-249
    DOI: 10.1016/j.jbusres.2018.07.035
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    2. Klose, S. & Truong, N. A., 2022. "The effectiveness of in-game advertising in mobile games," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 3(1), pages 1-36.
    3. Nadjim Mkedder & Fatma Zeynep Özata, 2024. "I will buy virtual goods if I like them: a hybrid PLS-SEM-artificial neural network (ANN) analytical approach," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(1), pages 42-70, March.
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    5. Reiter, Alan & Yildiz, Hélène & Mouline, Jean-Pierre & Vrontis, Demetris & Al-Kwifi, Osama S., 2025. "Convergence of reality and Virtuality: How virtual realism transforms player experience and behavior in virtual reality massively multiplayer Online games," Journal of Business Research, Elsevier, vol. 199(C).
    6. Kim, Hyojung & Yoo, Jungmin & Park, Minjung, 2025. "Metaverse friends with social benefits: Effects of social identity on the intention to purchase virtual products through site attachment, user engagement, and public self-consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 83(C).
    7. Wei Li & Tingting Wang & Doris Chenguang Wu, 2025. "User motivation and sustained participation in walking donation as a virtual corporate social responsibility co-creation project," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
    8. Lavoye, Virginie & Tarkiainen, Anssi & Sipilä, Jenni & Mero, Joel, 2023. "More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping," Journal of Business Research, Elsevier, vol. 169(C).
    9. Kalpit Sharma & Arunabha Mukhopadhyay, 2023. "Cyber-risk Management Framework for Online Gaming Firms: an Artificial Neural Network Approach," Information Systems Frontiers, Springer, vol. 25(5), pages 1757-1778, October.
    10. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    11. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    12. Xueyan(Even) Xu & Jiahui Huang & Dan Huang & Xinyu Shang, 2023. "Will a technology-featured authentic shopping environment motivate participants’ purchasing behavior in tourism live-streamed shopping?," Information Technology & Tourism, Springer, vol. 25(4), pages 635-663, December.
    13. Song, Xiaobing & Lu, Yi & Yang, Qiang, 2024. "The negative effect of virtual endorsers on brand authenticity and potential remedies," Journal of Business Research, Elsevier, vol. 185(C).
    14. Guan, Shuqi & Chao, Chih-Wei (Fred) & Tian, Feng, 2024. "Experience intensification to purchase intentions of derivative works in service-intensive industries: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    15. Vallari Chandna & Manjula S. Salimath, 2024. "Co-creation of value in Platform-Dependent Entrepreneurial Ventures," Electronic Commerce Research, Springer, vol. 24(4), pages 2297-2326, December.
    16. Hélène Yildiz & Alan Reiter & Jean-Pierre Mouline & Mohamed Ouiakoub, 2024. "L'engagement virtuel incarné : Conséquences sur les entreprises du segment de MMOG," Post-Print hal-04526252, HAL.

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