| dc.description.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. | en_US |
