Factors Affecting Purchase Intention For Virtual Items In Free-To-Play Games
Abstract
Free-to-play (F2P) game is a potential business model having an extremely strong growth ability in all over the world, consist of Vietnam. However, this model has a disadvantage that do
not create stable revenue for game developers because the mainstream is from payments for in game items. Those items can be sold only when the values they generate meet the needs of game
players. The purchase intention in F2P game is also affected by other factors as character
Methodology/Approach: Using second order analysis to analyze the integrated value of
purchasing game items based on the theory of consumption value. The study used quantitative
approach and non-probability sampling method to collect data. The key respondents are
Vietnamese young people who used to buy in-game items. SPSS is used to demonstrate
demographic characteristics, while Smart-PLS is used to evaluate the measurement model and
structural models.
Findings: 402 valid answers are analyzed and prove that the integrated value of purchasing
game items, the character identification and satisfaction about game have positive influence on
game items purchase intention.
Implications: The research propose an insight into the purchase behavior of F2P game
players along with the factors affecting it. The study also provides some criteria for game
developers to improve the sales performance of game items in the future.
Limitation: The study does not distinguish the platform of F2P game (such as mobile or PC) as well as the genres of games. Future research should focus on a more specific key respondent
to have a clearer understanding for each type of games.