All consumer behavior is motivated by something.Let's consider purchases that go beyond one instance of involvement. Let's also consider purchases made by one person for use by another person Is the consumer the buyer, the user, or both?

Consider the motivations that underlie consumption activities of playing and purchasing online games?This includes the in-app purchases made during the actual game plan. For reference, consider Epic Games; Fortnite, and all that "playing" entails.

In the case of parents paying for virtual goods their children use, what value is derived through the consumption activities?