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This study aims to investigate how cognitive antecedents impact social game addiction and virtual properties purchase among Generation Y players in Malaysia. Using a quantitative method with 341 Generation Y gamers analysed via structural equation modeling through a two-step analysis approach, the results demonstrate that social game addiction is influenced by enjoyment, play intensity, and self-control. The purchase intention of virtual goods is affected by flexibility and play intensity. However, social game addiction has no impact on a gamer’s intentional purchase of virtual items. A player’s income level interacts with the relationship between flexibility and likelihood of virtual property purchase, which could be insightful for gaming publishers and vendors.

An Antecedent Study of Mobile Social Game Addiction vs. Virtual Goods Purchase: A Gen Y Gamer’s Perspective