The Impact of UGC on Willingness to Pay in Mobile Games Based on Consumption Value Theory

Abstract

While User Generated Content (UGC) has been studied as a marketing tool since the Web 2.0 era, empirical research in the gaming sector remains scarce. Concurrently, existing studies on in-game purchases primarily focus on game systems, characters, and loot boxes, with limited attention to UGC's impact on mobile game purchase behavior. This study investigates Chinese mobile game consumers through a questionnaire survey (May-June 2025), examining how UGC influences purchase behavior based on Sheth's theory of consumption values. Key variables include functional/emotional/social value of UGC, attitudes toward UGC, adoption intention, and purchasing behavior.