The Influence of Virtual Brand Experience on Generation Z Purchase Intention in Roblox: Examining the Mediating Role of Brand Engagement and the Moderating Role of Self-Congruity
DOI:
https://doi.org/10.30872/miceb.v7i1.15555Keywords:
Brand Engagement, Online Games, Purchase Intention, Self-Congruity, Virtual Brand ExperienceAbstract
The increasing popularity of the Roblox platform among Generation Z users reflects a growing digital consumption phenomenon, where virtual interactions influence real purchasing behaviors, particularly in the acquisition of Robux. This study aims to analyze the influence of virtual brand experience on the intention to purchase Robux among Generation Z Roblox users in Indonesia, mediated by brand engagement and moderated by self-congruity. This study applied a quantitative survey approach by distributing online questionnaires to 153 active Roblox users in Indonesia. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results showed that virtual brand experience has a positive effect on purchase intention. Brand engagement mediates the relationship between virtual brand experience and purchase intention. Self-congruity moderates the relationship between virtual brand experience and purchase intention. Theoretically, this study extends the literature on virtual consumption by integrating virtual brand experience, brand engagement, and self-congruity in the context of metaverse. Practically, these findings provide insights for digital marketers and platform developers in designing immersive virtual brand experiences that increase user engagement and stimulate purchase intentions among Generation Z
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