Purchase Behaviour Determinants on Online Mobile Game in Indonesia

M. Rezky Akbar, Gugus Irianto, Ainur Rofiq


This study aimed to examine the determinants of purchase behaviour in online mobile game. This study was conducted based on the Unified Theory of Acceptance and Use of Technology second version (UTAUT2) with additional customization and advancement. Partial Least Square Structural Equation Model (SEM-PLS) was applied to examine this research model. The samples were collected using online surveys to the users of Mobile Legends: Bang Bang, and then there were 457 respondents obtained. The result of this study revealed that performance expectancy, payment ability, hedonic motivation, price value, habit, customization and advancement had a positive effect on purchase intention, and the intention also had a positive effect on actual purchase. However, it was found that effort expectancy and social influence did not significant on purchase intention. The result of this study can be used as a reference for game develovers so that in-game purchases can be accepted by users.


UTAUT2; Customization; Advancement; Purchase Behaviour; Online Mobile Game; Mobile Legends: Bang Bang

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DOI: http://dx.doi.org/10.18415/ijmmu.v5i6.457


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