In-game virtual goods consumption in esports: an extended cognition–affect–conation model linking age to purchase intention across FPS and MOBA genres

Purpose – The economic impact of virtual goods consumption in esports continues to rise, yet the underlying decision-making processes and consumption patterns remain underexplored. This study extends the Cognition-Affect-Conation framework to empirically examine how perceived values (i.e. social, utilitarian and investment), affective attitude and purchase intention toward virtual goods in esports are influenced by age across different game genres. Design/methodology/approach – A total of 373 esports consumers were recruited through online social media platforms and included in the analysis. Structural equation modeling and multigroup analysis were conducted to test the proposed model. Findings – Age shapes how gamers form perceived values, which in turn foster affective attitude and ultimately strengthen purchase intention, independent of income differences. These cognitive–affective pathways also vary by genre. Younger participants perceive higher investment value in first-person shooter games, while gamers of multiplayer online battle arena games respond more strongly to perceived social value toward virtual goods. Originality/value – This study provides novel insights into the decision-making processes of virtual goods consumption among esports consumers at different ages and game genres, offering actionable strategies to enhance marketing effectiveness and consumer engagement.