In this study, we integrated goal-setting theory and flow theory to disentangle the relationships among goal-setting (i.e. goal specificity and difficulty), flow experience (i.e. perceived enjoyment and attention focus) and in-game purchase intention while examining goal proximity distortion as a boundary condition.
This study adopted convenience sampling and conducted a two-wave online survey, yielding a valid sample of 560 respondents. All variables were measured using well-validated scales with a five-point Likert format. Covariance-based structural equation modeling (CB-SEM) was employed to assess the measurement and structural models, and the PROCESS macro was used to test the mediation and moderated mediation effects to verify the hypotheses.
The empirical results demonstrate that goal-setting significantly enhances players' in-game purchase intentions through the mediation of flow experience. Notably, goal specificity has a stronger effect on perceived enjoyment, whereas goal difficulty exerts a more significant impact on attention focus. Furthermore, goal proximity distortion serves as a critical boundary condition, positively moderating the entire indirect pathway.
This study contributes to mobile gaming research by offering a goal-based explanation of in-game purchase intention. It also extends goal-setting theory and flow theory by showing how goal-directed game design translates into purchase intention through distinct flow-based pathways. Furthermore, by identifying goal proximity distortion as a key boundary condition, this study extends the goal-gradient hypothesis to the mobile gaming context and offers a more nuanced understanding of how subjective perceptions of goal progress influence players' purchase decisions.
