Perceived CSR initiatives and intention to purchase game items: The motivational mechanism of self-esteem and compassion
ISSN: 1066-2243
Article publication date: 6 February 2019
Issue publication date: 9 April 2019
Abstract
Purpose
The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on game-item purchase intention and uniquely propose that this moderation is serially mediated by self-esteem and compassion.
Design/methodology/approach
A 2 (CSR initiatives: high vs low) by 2 (user characteristic: heavy vs non-heavy users) experimental design was employed to test the propositions in the context of an online mobile game.
Findings
The results demonstrate that heavy users with high-perceived CSR initiatives have a higher intention to purchase game items. The results also show that self-esteem and compassion fully and serially mediate the effect of moderation on the intention to purchase game items.
Originality/value
This serial mediation mechanism has rarely been proposed and tested in previous studies and may contribute to extending the literature.
Keywords
Citation
Bae, J., Park, H.-H. and Koo, D.-M. (2019), "Perceived CSR initiatives and intention to purchase game items: The motivational mechanism of self-esteem and compassion", Internet Research, Vol. 29 No. 2, pp. 329-348. https://doi.org/10.1108/INTR-11-2017-0469
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited