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Perceived CSR initiatives and intention to purchase game items: The motivational mechanism of self-esteem and compassion

Joonheui Bae (School of Management, Kyungpook National University, Daegu, The Republic of Korea)
Hyun-Hee Park (Department of Clothing and Textiles, Kyungpook National University, Daegu, The Republic of Korea)
Dong-Mo Koo (School of Management, Kyungpook National University, Daegu, The Republic of Korea)

Internet Research

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

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Emerald Publishing Limited

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