Abstract
Utilizing the Stimulus Organism Response (SOR) framework, the present study examined the role of chronotypes as a moderator for addiction-loyalty and loyalty-in-app purchase addiction of online mobile gaming among Pakistani millennials. It also examined the role of loyalty as a mediator between addiction and in-app purchase intention for online mobile gaming. The moderation of chronotypes and mediation of loyalty for in-app purchase intention were tested utilizing the partial least square structural equation modeling (PLS-SEM) technique among 345 participants. The study suggested that evening type individuals have higher tendency to be loyal towards online mobile gaming compared to morning type individuals. Moreover, evening type individuals have higher inclination toward in-app purchase intention compared to morning type individuals. Loyalty acted as a mediator between addiction and in-app purchase intention. The present study is one of the first to investigate the role of chronotypes as moderator and loyalty as a mediator for online mobile gaming in-app purchase intention utilizing the SOR framework. Consequently, the study has implications for marketers and game developers.