The Role of Motivation on Purchase Intention of Online Games and Virtual Goods Provided by Online Game Provider
The development of online games is growing, so many companies try to create new games. To develop competitiveness, it takes an extra service to its customers. Before providing services, the provider of online games should know what players’ motivation to buy online games and virtual goods. This action is very useful to increase the provider’s competitiveness. The research was conducted with the case of online games where the respondents were located in Jakarta region and their age levels were between 15–24 years. There were 186 respondents of which 30 respondents were as to pilot test and 156 respondents for the actual test. Data processing used the Structure Equation Model (SEM) measurement variables which consist of effort expectancy, performance expectancy, perceived value, enjoyment story, enjoyment length, graphic enjoyment, enjoyment control, customization, purchase intention, and actual purchase behavior. The results show that the motivational factors influencing purchase intentions are perceived value, enjoyment story, length enjoyment, enjoyment control, and customization, while significant effect is indicated on purchase intention and actual purchase behavior.
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Document Type: Research Article
Publication date: April 1, 2015
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