Mobile games have become a phenomenal industry and have attracted the attention of the society. In this study, the Theory of Planned Behavior is used to investigate factors influencing the purchasing behavior of Z Generation in mobile games. During the first stage of the qualitative pre-test, hedonic, face, and social factors were incorporated into the Theory of Planned Behavior (TPB) model to jointly predict the purchasing behavior of mobile games. Based on 228 questionnaire data, SPSS26.0 was used to analyze factor analysis, reliability analysis, correlation analysis, and multiple linear regression analysis to determine the factors influencing the purchasing behavior of generation Z mobile games. Results showed that:

The findings revealed that (1) gender, attitude, perceived behavioral control, and beauty appreciation had a significant positive influence relationship on Z Generation's purchasing intention. (2) Attitude, face, unlocked content, and brand loyalty play a significant role in the frequency of Z Generation purchases. (3) Monthly disposable income and attitude significantly influence Z Generation's monthly consumption. (4) Education, attitudes, hedonics, and beauty appreciation have a significant impact on Z Gen consumption. For actual purchasing behavior, TPB variables continue to have a strong explanatory power. This paper also offers suggestions for the design and use of mobile games.