Decoding the gamer’s code: a dive into game merchandise consumption through the lens of consumer culture theory

Purpose Digital games have not only surged in popularity but also have sparked a renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has spilled over as countless individuals find themselves drawn to the tangible pieces of the worlds they love, mulling over the procurement of game merchandise and memorabilia. These items are more than mere collectibles; they are emblems of unwavering enthusiasm for game culture. This study employs the consumer culture theory (CCT) to investigate game players’ propensity to purchase merchandise products. Design/methodology/approach In this study, social media and online forums were used to collect samples from Taiwan, obtaining 311 valid responses. Partial least squares (PLS) was employed to analyze the research model. Findings The findings underscore the significance of loyalty as a critical factor affecting individuals’ ethnocentrism and cosmopolitanism attitudes, which also significantly impact the likelihood of players purchasing game merchandise products. Originality/value Based on CCT, this study explores game players’ willingness to purchase game merchandise. In Asia, transforming digital game content into peripheral products is a marketing strategy. This study holds practical and academic implications, contributing to the advancement of research in this field.