Investigating Factors Affecting Intention To Purchase Virtual Goods In Mobile Games: A Case Of Garena Lien Quan Mobile In Vietnam

Abstract

Virtual goods, commonly referred to as microtransaction game products, are quickly gaining popularity as a way for mobile game publishers to generate profits. Perceived Enjoyment, Continuous Use Intention, Subjective Norms, Attitude, and Functional Value are the five related variables analyzed in this study. Structural To investigate their associations with purchase intent for virtual products in mobile games, structural equation modeling (SEM) was performed. The survey questionnaire, with broad usage by previous studies in mobile game area, was chosen quantitative method and conducted online via Facebook. According to analysis of 309 valid responses of this paper survey, functional value was the main factor affecting mobile users’ intention to purchase virtual goods in games. Besides, it was showed that the purchase intention toward virtual in-game items were not impacted by perceived enjoyment. This study findings provide an important contribution to the virtual goods in game selling industry.