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The role of overt and covert narcissism in virtual goods purchase motivations and intention

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Abstract

With more and more people engaging in virtual environments, the virtual goods market is highly profitable and expanding rapidly. Literature to date suggests that people buy in-game content with many different motivations (social, functional, perceived enjoyment, etc.), but studies have remained silent on how narcissism affects in-game buying behavior and motivations. This study aimed to delineate the role of overt (grandiose) narcissism and vulnerable (covert) narcissism on virtual goods purchase intention and motivations. An online quantitative survey collected data from online gamers (N = 401). Participants were invited via online playing and streaming platform Twitch.tv, and Discord gaming channels. Results demonstrate that overt narcissism but not covert narcissism predicts in-game purchase intention. The perceived social visibility of virtual goods was found as a mediator of the positive relationship between overt narcissism and purchase intention. By analyzing the inventory of in-game purchase motivations, four distinct motivations were explored: unobstructed play, in-game symbolic consumption, economic rationale, and social interaction. The findings suggest that both types of narcissism are positively related to motivations for unobstructed play and in-game symbolic consumption. Additionally, covert narcissism was positively related to economic rationale motivation. Findings are discussed both for practitioners and researchers.

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Data availability

Data is available on request from the authors.

Notes

  1. Self-construal refers to self-definition in which the self is determined independently of others or interdependently with others.

  2. The currency used in the FIFA game (See Scarle et al. [118] for virtual currencies and transactions).

  3. The sample that consists predominantly of male participants is a common situation in-game purchasing studies [40, 54, 94].

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Authors and Affiliations

  1. Faculty of Applied Sciences, Akdeniz University, Antalya, Turkey

    Ahmet Türkmen

  2. Communication Faculty, Aksaray University, Aksaray, Turkey

    Muhammed Bilgehan Aytaç

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  1. Ahmet Türkmen
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Correspondence to Muhammed Bilgehan Aytaç.

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No authors have any conflicts of interest to report.The protocol used in this study was not submitted to an ethics committee for an opinion because of the use of simple and not sensitive questions on a voluntary basis. However, participants were informed of their rights with regard to the study (freedom to participate or not, right to withdraw from the study at any time, right of access to the data collected).

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Appendices

Appendix 1. Measurement items

Overt narcissism: NPI–16 (see instructions for; [3])

NPI1

I really like to be the center of attention

 

It makes me uncomfortable to be the center of attention

NPI2

I am no better or no worse than most people

 

I think I am a special person

NPI3

Everybody likes to hear my stories

 

Sometimes I tell good stories

NPI4

I usually get the respect that I deserve

 

I insist upon getting the respect that is due me

NPI5

I don't mind following orders

 

I like having authority over people

NPI6

I am going to be a great person

 

I hope I am going to be successful

NPI7

People sometimes believe what I tell them

 

I can make anybody believe anything I want them to

NPI8

I expect a great deal from other people

 

I like to do things for other people

NPI9

I like to be the center of attention

 

I prefer to blend in with the crowd

NPI10

I am much like everybody else

 

I am an extraordinary person

NPI11

I always know what I am doing

 

Sometimes I am not sure of what I am doing

NPI12

I don't like it when I find myself manipulating people

 

I find it easy to manipulate people

NPI13

Being an authority doesn't mean that much to me

 

People always seem to recognize my authority

NPI14

I know that I am good because everybody keeps telling me so

 

When people compliment me I sometimes get embarrassed

NPI15

I try not to be a show off

 

I am apt to show off if I get the chance

NPI16

I am more capable than other people

 

There is a lot that I can learn from other people

Covert Narcissism: HSNS [56]

5-point Likert-type scale (ranging from "strongly disagree" to "strongly agree")

HSNS1

I can become entirely absorbed in thinking about my personal affairs, my health, my cares or my relations to others

HSNS2

My feelings are easily hurt by ridicule or the slighting remarks of others

HSNS3

When I enter a room I often become self-conscious and feel that the eyes of others are upon me

HSNS4

I dislike sharing the credit of an achievement with others

HSNS5

I feel that I have enough on my hands without worrying about other people's troubles

HSNS6

I feel that I am temperamentally different from most people

HSNS7

I often interpret the remarks of others in a personal way

HSNS8

I easily become wrapped up in my own interests and forget the existence of others

HSNS9

I dislike being with a group unless I know that I am appreciated by at least one of those present

HSNS10

I am secretly "put out" or annoyed when other people come to me with their troubles, asking me for my time and sympathy

Perceived social visibility: Developed for the current study (Ranging from 1 = never to 4 = often)

PSV1

My friends notice the contents/items I buy

PSV2

My competitors notice the contents/items I buy

PSV3

I share the contents/items I bought with my friends on social media or in person

Purchase intention: Developed for the current study (Ranging from 1 = unlikely to 4 = very likely)

PI1

How likely are you to buy virtual goods using real money in the future?

PI2

How likely are you to buy virtual goods using virtual money (in-game currency) in the future?

PI3

How likely are you to buy virtual money (in-game currency) using real money in the future?

Inventory of in-game purchase motivations [54]: (Ranging from 1 = not at all important, 5 = very important)

M1

Avoiding repetition

M2

Reaching completion

M3

Speeding timers

M4

Protecting achievements

M5

Continuing play

M6

Showing off to friends

M7

Showing off achievements

M8

Personalization

M9

Participating in a special event

M10

Playing with friends

M11

Supporting a good game

M12

Giving gifts

M13

Investing in a hobby

M14

Reasonable pricing

M15

Special offers

M16

Unlocking content

Appendix 2. Demographics

Category

Characteristics

Frequency (N = 401)

Percentage %

Gender

Female

8

2

 

Male

393

98

Age

18–24

240

59.9

 

25–30

120

29.9

 

31–35

30

7.5

 

36+

11

2.7

Education

Graduated from Primary and Middle School

5

1.2

 

Graduated from Highschool

49

12.2

 

Graduated with Bachelor's Degree

131

32.7

 

Ongoing Bachelor's

188

46.9

 

Master or PhD

28

7.0

Have you ever bought virtual money (in-game currency) with real money?

Never

55

13.7

 

Rarely

167

41.6

 

Sometimes

147

36.7

 

Often

32

8.0

Have you ever bought virtual goods with real money?

Never

92

22.9

 

Rarely

164

40.9

 

Sometimes

117

29.2

 

Often

28

7.0

Have you ever bought virtual goods with virtual money (in-game currency)?

Never

70

17.5

 

Rarely

138

34.4

 

Sometimes

135

33.7

 

Often

58

14.5

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Türkmen, A., Aytaç, M.B. The role of overt and covert narcissism in virtual goods purchase motivations and intention. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09724-2

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