近年來遊戲產業的成長幅度及營收皆有持續在成長。並且透過報告顯示，預估於2025年，消費者在遊戲是的支出將增長到 2,257億美元(“PC & Console Gaming Report 2023 | Newzoo Free Report,” n.d.)。表示越來越多人願意花時間與金錢在娛樂上面，因此如何將玩家留下及增加儲蓄點數的意圖，是本研究的重點。
在研究一中的結果顯示，善因行銷的活動中，玩家對花更多時間及金錢在遊戲上有更高的意圖。另外，因為參與慈善活動，玩家不再只沈溺於遊戲中，心流體驗對玩家的行為意圖不再有影響。再者，研究二探討玩家動機是否會影響幫助人時的體會，並影響消費者的行為意圖及參加親社會行為的意願。結果顯示，自我效能及社交互動皆有效影響玩家增加對遊戲及遊戲公司的忠誠度及購買意圖，並且對親社會活動有更高的參與意圖；反之，自豪感則容易造成反效果，如果引發玩家的自豪感並不是真正的自豪，則會降低玩家對公司及產品的忠誠度及購買意圖，且對親社會活動的參與度也不再會受到影響。

In recent years, the gaming industry has witnessed continuous growth in both its expansion rate and revenue. Reports indicate that by 2025, consumer spending on games is projected to increase to $225.7 billion ("PC & Console Gaming Report 2023 | Newzoo Free Report," n.d.). This indicates a growing willingness among people to invest their time and money in entertainment. Therefore, the focus of this study is to explore how to retain players and enhance their willingness to accumulate in-game currency.
The results of Study One indicate that in benevolent marketing activities, players who spend more time and money on games exhibit higher intent. Additionally, participation in charitable activities results in players no longer being solely immersed in the game, and the flow experience no longer influences player behavioral intent. Furthermore, Study Two explores whether player motives affect their perception of helping others, influencing consumer behavioral intent and willingness to engage in prosocial behaviors. The findings reveal that self-efficacy and social interaction both effectively impact players' loyalty and purchase intent towards the game and game company, with a higher intent to participate in prosocial activities. Conversely, a sense of pride can have a counterproductive effect. If it triggers a sense of pride that is not genuine, it reduces player loyalty and purchase intent towards the company and product. Moreover, it no longer influences participation in prosocial activities.

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