Purchase Behaviour Determinants on Online Mobile Game in Indonesia
Abstract
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.
Keywords
Full Text:
PDFReferences
Abdillah, W., & Hartono, J. (2015). Partial Least Square: Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis Edisi 1. Yogyakarta: Penerbit ANDI.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
Guo, Y. & Barnes, S. (2007). Why People Buy Virtuals Items in Virtual Worlds with Real Money. ACM SIGMIS Database, 38, (4), 69-76.
Guo, Y. & Barnes, S. (2009). Virtual Item Purchase Behavior in Virtual Worlds: An Exploratory Investigation. Electron Commer Res, 9, 77-96.
Guo, Y. & Barnes, S. (2011). Purchase Behavior In Virtual World: An Empirical Investigation In Second Life. Information & Management, 48, 303-312.
Guo, Y. & Barnes, S. (2012). Explaining Purchasing Behavior Within Wolrd of Warcraft. Journal of Computer Information Systems, Spring, 18-30
Hamari, J. (2015). Why Do People Buy Virtual Goods? Attitude Toward Virtual Good Purchases Versus Game Enjoyment. International Journal of Information Management, 35, 299-308.
Han, B. & Windsor, J. (2013). An Investigation of The Smartphone User’s In-Game Purchase Intention. International Journal Mobile Communications, 11 (6), 617-635.
Hsu, C. L., & Lu, H. P. (2007). Consumer behavior in online game communities: A motivational factor perspective. Computers in Human Behavior, 23 (3), 1642-1659.
KumparanTECH. (2017). Di Indonesia, Mobile Legends Dimainkan 8 Juta Pengguna Aktif. Retrieved from https://kumparan.com/@kumparantech/di-indonesia-mobile-legends-dimainkan-8-juta-pengguna-aktif.
Lehdovirta, V. (2009). Virtual Item Sales As A Revenue Model: Identifying Attributes That Drive Purchase Decisions. Electron Commer Res, 9, 97-113.
Lopez, M. (2017). On The Know: “Mobile Legends: Bang Bang”. Retrieved from https://criticalindex.net/on-the-know-mobile-legends-bangbangf1f5a9c5d5ba.
Mäntymäki, M. & Salo, J. (2013). Purchasing Behavior in Social Virtual Worlds: An Examination of Habbo Hotel. International Journal of Information Management, 33, 282-290.
Martín, H. S., & Herrero, Á. (2012). Influence of The User’s Psychological Factors on The Online Purchase Intention in Rural Tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33, 341-350.
Sholihin, M., & Ratmono, D. (2013). Analisis SEM-PLS dengan WarpPLS 3.0. Yogyakarta: Penerbit ANDI.
SuperData Research and Unity Technology. (2017). 2016 Mobile Games and Virtual Reality Review. Retrieved from https://www.superdataresearch.com/unity-and-superdata-launch-major-mobile-games-and-vr-report/.
Venkatesh, V., Morris, G. M., Davis, B. G., & Davis, D., F. (2003). User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27 (3), 425-478.
Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36 (1), 157-178.
Wohn, D. Y., & Na, E. K. (2012). Virtual item purchasing patterns in a social game: Differences between high and low spenders. In Proceedings of the 2012 iConference (431-432). Toronto, Ontario, Canada: ACM.
Yee, N. (2006). Motivations For Play in Online Games. Cyberpsychology & Behavior, 9 (6), 772-775.
DOI: http://dx.doi.org/10.18415/ijmmu.v5i6.457
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 International Journal of Multicultural and Multireligious Understanding
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.