Research results
| Effect | Hypothesis | Hypothesis content | Result |
|---|---|---|---|
| Main effect | H1a | Personalization has a significant positive impact on purchase willingness of PC game players | Supported |
| H1b | Interactivity has a significant positive impact on purchase willingness of PC game players | Supported | |
| H1c | Authenticity has a significant positive impact on purchase willingness of PC game players | Supported | |
| H2a | Personalization has a significant positive impact on empathy | Supported | |
| H2b | Interactivity has a significant positive impact on empathy | Supported | |
| H2c | Authenticity has a significant positive impact on empathy | Supported | |
| H3 | Empathy has a significant positive impact on purchase willingness of PC game players | Supported | |
| Mediating effect | H4a | Empathy plays mediating role between Personalization and willingness to make in-game purchases | Supported |
| H4b | Empathy plays mediating role between interactivity and willingness to make in-game purchases | Supported | |
| H4c | Empathy plays mediating role between authenticity and willingness to make in-game purchases | Supported | |
| Moderating effect | H5 | Emotional labor plays moderating role in the relationship between empathy and willingness to purchase | Supported |
| Effect | Hypothesis | Hypothesis content | Result |
|---|---|---|---|
| Main effect | Personalization has a significant positive impact on purchase willingness of PC game players | Supported | |
| Interactivity has a significant positive impact on purchase willingness of PC game players | Supported | ||
| Authenticity has a significant positive impact on purchase willingness of PC game players | Supported | ||
| Personalization has a significant positive impact on empathy | Supported | ||
| Interactivity has a significant positive impact on empathy | Supported | ||
| Authenticity has a significant positive impact on empathy | Supported | ||
| Empathy has a significant positive impact on purchase willingness of PC game players | Supported | ||
| Mediating effect | Empathy plays mediating role between Personalization and willingness to make in-game purchases | Supported | |
| Empathy plays mediating role between interactivity and willingness to make in-game purchases | Supported | ||
| Empathy plays mediating role between authenticity and willingness to make in-game purchases | Supported | ||
| Moderating effect | Emotional labor plays moderating role in the relationship between empathy and willingness to purchase | Supported |
Source(s): Authors’ own creation
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.