Presenting a multifaceted and indigenous model of child consumer behavior in the computer games industry

Objectives: In the current digital age, computer games have become a pervasive form of entertainment, involving significant time and financial investment from families. According to the latest national survey by DIREC (2024), over 34 million Iranians are active gamers, with children and adolescents forming a substantial portion of this demographic. Understanding the consumption behavior of this group is crucial for parents, policymakers, and industry stakeholders. However, the existing literature often focuses on adult audiences or the behavioral outcomes of gaming (e.g., addiction), neglecting the complex decision‑making process children undergo from need recognition to game acquisition. This gap is particularly pronounced in Iran due to unique cultural, economic, and structural characteristics, such as the prominent role of parental mediation, intense peer influence, and specific market barriers such as international sanctions. Therefore, the primary problem is the lack of a comprehensive, indigenous model explaining how Iranian children navigate these factors. This study aims to fill this gap by developing a multifaceted conceptual model using a systematic grounded theory approach to identify the process and key factors influencing computer game purchase decisions among Iranian children.
Methods: This study employed a qualitative approach using the systematic grounded theory strategy (Strauss & Corbin, 2015). Data were collected through 18 semi‑structured, in‑depth interviews with three main groups in Tehran, Mashhad, and Ahvaz: (1) Iranian children aged 7 to 13 with active gaming experience (n = 8); (2) mothers involved in their children’s gaming decisions (n = 3); and (3) game sellers and game‑net managers familiar with the market (n = 7). Sampling began purposively to ensure maximum variation and continued with theoretical sampling until data saturation was achieved. Data analysis involved three stages—open, axial, and selective coding—using the constant comparative method. Rigor was ensured through prolonged engagement, peer debriefing, and triangulation of data sources.
Findings: The systematic analysis revealed a core category termed child‑centered multifaceted navigation in game purchase decision‑making, which represents the intersection of individual, familial, social, and commercial factors in the Iranian market. The resulting model illustrates a dynamic process in which internal needs such as fun and challenge, alongside external stimuli such as peer influence and media exposure, trigger the decision‑making process. Subsequently, the child engages in a multi‑criteria evaluation of the game’s intrinsic attractiveness, skill fit, and feasibility. This process occurs within the context of the child’s individual characteristics, socio‑cultural environment, and economic conditions. Situational factors facilitating or inhibiting the process include technical infrastructure, active parental mediation, and, specifically, Iran’s unique market barriers such as sanctions and the prevalence of pirated versions. To manage these constraints, children employ active strategies, including targeted information searches and active negotiation with parents. Finally, the outcomes range from game acquisition to experiential emotions, learning for future decisions, and broader social or familial impacts.
Conclusion: The study provides a context‑specific model demonstrating that game selection for Iranian children is not a linear choice but rather a “multifaceted navigation” process in which the child is the central actor, yet is heavily constrained by parental mediation and structural market barriers. A key theoretical contribution is the identification of indigenous categories such as “Active Negotiation Patterns” and “Specific Iranian Market Barriers,” which are absent from classical models. Practical implications suggest an urgent need for enhanced media literacy programs for parents to shift from restrictive to active mediation. For developers, the findings highlight the critical value of high‑quality localization (Persian language and cultural alignment) as a key differentiator. Policymakers are advised to address infrastructure challenges and facilitate legal access to games in order to reduce reliance on informal markets.