Published date: Sep 28 2022

Journal Title: KnE Social Sciences

Issue title: 4th International Conference on Education and Social Science Research (ICESRE)

Pages: 868–879

DOI: 10.18502/kss.v7i14.12038

Adhi Prakosaadhi@upy.ac.idDepartment of Management, Faculty of Business, Universitas PGRI Yogyakarta, Indonesia

Ahsan SumantikaDepartment of Management, Faculty of Business, Universitas PGRI Yogyakarta, Indonesia

Most of the revenue for online game producers comes from selling virtual goods. This study aimed to investigate the intention to purchase virtual items in online games. In these games, players can buy virtual items that can be used to improve their character’s abilities. The researchers used the theory of functional value to test the intention to purchase virtual items and what factors influence this purchase intention. 100 students participated, and data was analyzed through multiple linear regression. Our results indicated that price utility influences the purchase intention of virtual items. We found that character competence and functional quality did not affect purchase intention, which was thought to be related to the social aspects of virtual communities.

Keywords: theory of functional value, intention to buy, mobile game

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