Swipe now, reflect later: examining the magnitude of time urgency, interactivity, and cognitive fatigue on gamers' impulsive in-app purchases

Abstract

Purpose Mobile games have become the third most popular category of mobile applications, just behind social media and online shopping apps. Although most mobile games are free to download and play, developers often utilize a freemium model, incorporating in-app purchases (IAPs) to enhance user engagement. Our study examines the intricate patterns of impulsive IAPs by identifying the factors that drive their popularity. Design/methodology/approach The study employed a mixed-methods approach to evaluate impulsive IAP behavior among mobile gamers. The in-depth interviews with 12 mobile gamers provided valuable contextual insights into the psychological and behavioral underpinnings of IAPs. The study also examined the impulsive IAP preferences among 575 mobile gamers using structural equation modeling. Findings The results indicate that in-app promotional offers, perceived time urgency, mobile game interactivity, and gaming community significantly influence users' imprudence and self-indulgence. These factors collectively enhance impulsiveness, magnifying the likelihood of mobile gamers' impulsive IAPs. Furthermore, cognitive fatigue among gamers strengthens the link between imprudence and self-indulgence on one side and impulsive IAPs on the other. Research limitations/implications Our findings offer valuable insights for stakeholders in the gaming industry, including mobile gaming companies, gamers, and regulatory authorities. Originality/value Previous studies on mobile gaming have not adequately examined the dimensions of impulsiveness influencing players' decisions to make impulsive IAPs. Therefore, the study investigates these dimensions by integrating the consumption impulse formation and enactment model with the stimulus-organism-response framework to understand the dynamics of the mobile gaming industry. © 2025 Emerald Publishing Limited