Rage Quit - Examining the Impact of Toxicity in Online Gaming Communities on Consumer Behavior

Abstract

This master’s thesis studies the impact of toxicity in online video game communities on consumer behavior, focusing on how toxic behaviors influence players' perceptions and interactions within gaming environments. The thesis explores the prevalence and forms of toxicity and examines their effects on players' gaming experiences and consumer behavior. Using a combination of in-depth interviews and analysis grounded in the theoretical frameworks of the Theory of Planned Behavior (TPB) and Social Identity Theory (SIT), the research highlights how players develop coping mechanisms to deal with toxic interactions and the role of community dynamics in shaping these behaviors. Findings suggest that while toxicity significantly affects player satisfaction and engagement, gamers often remain loyal to games they are emotionally and financially invested in, despite negative community experiences. The study concludes that gaming companies should proactively address toxicity to maintain healthy communities and positive brand perceptions, ultimately influencing long-term consumer behavior and loyalty.