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- W2912309288 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." @default.
- W2912309288 created "2019-02-21" @default.
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- W2912309288 date "2019-04-01" @default.
- W2912309288 modified "2023-10-18" @default.
- W2912309288 title "Perceived CSR initiatives and intention to purchase game items" @default.
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- W2912309288 doi "https://doi.org/10.1108/intr-11-2017-0469" @default.
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