Beyond gameplay: Unpacking non-functional purchase intention in MMOGs through community and self-presentation lenses

This study examines the social and psychological drivers of non-functional purchase intention in MMOGs, with a focus on community dynamics and self-presentation. Utilizing Sense of Community Theory and Self-Presentation Theory, the research explores how community identification, sense of virtual community and desire for self-presentation influence player behavior. Data from 427 Vietnamese MMOGs players reveal that sense of virtual community not only directly impacts non-functional purchase intentions but also mediates the relationship between community identification and these intentions. Additionally, the image of the virtual community emerges as the most significant factor influencing community identification, compared with the other two factors, sense of belonging and social support, highlighting its key role in shaping player behavior intention. Self-presentation motivations were found to mediate the effects of community dynamics on non-functional purchases. This study provides valuable insights into the motivations behind non-functional purchases, underscoring the importance of virtual community image and self-presentation for game developers aiming to enhance player engagement and purchasing intention.