Relationship Between Conspicuous Signals and Players’ Friendly Experience in the MOBA Mobile Game Honor of Kings: The Mediating Roles of Perceived Economic Status and Perceived Competence Status, and the Moderating Role of Cognitive Level

Using the MOBA mobile game Honor of Kings as the research context, this study examines the formation mechanism of players’ friendly experience by investigating how two types of conspicuous signals, namely virtual assets and game skill, shape players’ interactive experience during matches. It further explores the roles played by perceived economic status, perceived competence status, and cognitive level in this process. The findings show that players’ friendly experience in game interactions is determined less by whether they are rational or mature, and more by conspicuous signals and the status judgments triggered by such signals. Compared with virtual assets, game skill is more effective in consistently eliciting teammates’ respect, trust, and cooperation. Although virtual assets can also improve the quality of interaction, they primarily evoke associations with economic standing rather than recognition of competence. The results also indicate that players clearly distinguish between high spending and high ability. Possessing rare skins or premium status markers does not necessarily lead others to assume that the player is a stronger teammate. At the same time, cognitive level does not significantly alter the overall mechanism. However, players with a higher cognitive level are less likely to form status judgments about others solely on the basis of surface cues. This study reveals the deeper logic underlying friendly interaction in MOBA games, showing that such interaction is essentially a process of social evaluation triggered by conspicuous signals and shaped through status categorisation. The study contributes to a deeper understanding of social behaviour in digital games from the perspective of positive interaction, and it also offers theoretical implications for player behaviour optimisation and platform governance design.