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A structural equation modelling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results revealed a significant positive impact of congruence between a game character and the ideal self-image of a game player on identification and interaction with the game character, perceived game power, game performance, attachment to the game character and willingness to spend money on the game character.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Although significant research has been conducted in the area of online gaming, limited attention has been given to the strategic game content that stimulates a player's intention to purchase game items. Due to the challenges in sales growth in the game industry caused by business model shifts from a subscription-based model to a free-to-play one, it is important for marketing practitioners to motivate game players to continue playing the game and purchase game items. The results of this study provide valuable strategic insights to overcome the limitations of existing marketing strategies in the online game business.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-05-2020-0294","type":"journal-article","created":{"date-parts":[[2020,10,20]],"date-time":"2020-10-20T00:31:45Z","timestamp":1603153905000},"page":"613-634","source":"Crossref","is-referenced-by-count":49,"title":["I am you, you are me: game character congruence with the ideal self"],"prefix":"10.1108","volume":"31","author":[{"given":"Dong Woo","family":"Ko","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jihye","family":"Park","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2021031007452913700_ref001","unstructured":"Ainsworth, M.D.S. (1973), \u201cThe development of infant-mother attachment\u201d, in Caldwell, B.M. and Ricciuti, H.N. 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