KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

Why Do People Buy Virtual Items? An Assessment Using the Theory of Functional Value

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

Authors:

Adhi Prakosa - adhi@upy.ac.id

Ahsan Sumantika

Abstract:

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

References:

[1] A.N. Wijaya and D.T. Alamanda, “Kajian Teori Nilai Konsumsi Terhadap Pembelian Barang Virtual Pada Game Online F2p Moba.,” eProceedings of Management. vol. 3, no. 1, pp. 1–11, 2016.

[2] H. Miladian and A.K. Sarvestani, “A Customer Value Perspective Motivates People to Purchase Digital Items in Virtual Communities .,” In: 2012 International Conference on Economics, Business and Marketing Management . pp. 225–230. IACSIT Press, Singapore (2012).

[3] Chou CM, Kimsuwan A. Factors affecting purchase intention of online game prepayment card - Evidence from Thailand. The Journal of Internet Banking and Commerce. 1970;18(3):1-3.

[4] C.-H. Ho and T.-Y. Wu, “Factors Affecting Intent to Purchase Virtual Goods in Online Games.,” International Journal of Electronic Business Management. vol. 10, no. 3, pp. 204–212, 2012

[5] Pratiwi ED. Niat pembelian barang pada game online melalui teori nilai konsumsi dengan amos 21. Pilar Nusa Mandiri: Journal of Computing and Information System. 2015;11(2):133-141.

[6] E. Frederick and H. Warouw, “ANALYZING THE CONSUMER PURCHASING INTENTION OF VIRTUAL GOODS IN ONLINE GAME.,” Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi. vol. 2, no. 3, pp. 1162–1172, 2014

[7] Hamari J, Lehdonvirta V. Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science & Applied Management. 2010;5(1):14-29.

[8] H. Lin and C.-T. Sun, “CASH TRADE WITHIN THE MAGIC CIRCLE: FREE-TOPLAY GAME CHALLENGES AND MASSIVELY MULTIPLAYER ONLINE GAME PLAYER RESPONSES.,” In: Proceedings of the 2007 DiGRA International Conference: Situated Play. pp. 335–343. The University of Tokyo, Tokyo (2007).

[9] Yulius R. Analisis perilaku pengguna dalam pembelian item virtual pada game online. Journal of Animation and Games Studies. 2017;3(1):1-4.

[10] H. Furukawa, K. Matsumura, and S. Harada, “EFFECT OF CONSUMPTION VALUES ON CONSUMER SATISFACTION AND BRAND COMMITMENT: INVESTIGATING FUNCTIONAL, EMOTIONAL, SOCIAL, AND EPISTEMIC VALUES IN THE RUNNING SHOES MARKET.,” International Review of Management and Marketing. vol. 9, no. 6, pp. 158–168, 2019

[11] Yoo JM. Perceived value of game items and purchase intention. Indian Journal of Science and Technology. 2015;8(19):2-7.

Download
HTML
Cite
Share
statistics

1020 Abstract Views

1094 PDF Downloads