{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,27]],"date-time":"2026-05-27T22:09:00Z","timestamp":1779919740293,"version":"3.53.1"},"reference-count":128,"publisher":"Emerald","issue":"7","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,11,12]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Hedonic shopping is a growing phenomenon designed to enhance gamers\u2019 virtual content shopping experience with increasing economic significance, yet limited attention has been dedicated to this area. Our study explores key hedonic motivations of virtual content shopping and how hedonic shopping value builds trust (trust in virtual content and trust in virtual retailers) that enhances the intention to pay for premium.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>This research adopts a mixed-methods approach. Study 1 is qualitative; 19 semi-structured interviews were conducted with virtual game retail platform users. Study 2, based on the literature review and qualitative inquiry findings (obtained from Study 1), proposes a research model empirically validated by analyzing survey data administered to 437 online gamers from gaming zones, cybercaf\u00e9s and e-sports centers.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The results show that in-game shopping-related adventure-, gratification-, role- and idea-seeking motivations significantly influence gamers' perceived hedonic shopping value. In turn, perceived shopping value has a significant indirect effect through trust on gamers\u2019 intention to pay for premium.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This research contributes to gaming literature by offering a comprehensive model that elucidates the role of hedonic shopping in increasing gamers\u2019 trust, which explains purchase behavior in the virtual game retail context. The findings deepen the understanding of the game retailing landscape and offer strategies to build gamers\u2019 trust, increase premium usage and retain existing spenders.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/itp-01-2023-0082","type":"journal-article","created":{"date-parts":[[2024,9,5]],"date-time":"2024-09-05T09:00:32Z","timestamp":1725526832000},"page":"2734-2759","source":"Crossref","is-referenced-by-count":10,"title":["Why premium in freemium: a\u00a0hedonic shopping motivation model in virtual game retailing"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5141-2174","authenticated-orcid":true,"given":"Ali","family":"Hussain","sequence":"first","affiliation":[{"name":"Hertfordshire Business School, University of Hertfordshire , ,","place":["Hatfield, UK"]},{"name":"Department of Management and Humanities, Universiti Teknologi PETRONAS , ,","place":["Seri Iskandar, 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