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The Art of The Gacha Lure: Determinants of The Continuous Use of Mobile Role-Playing Games (RPG) With Gacha System in Indonesia
Abstract
The expansion of the mobile games industry should be attributed to the convenience of in-game purchases that are adopted by most mobile games in the market. In this study, we aim to investigate the relationship between determinants of continuous use of mobile RPG games with gacha system in Indonesia. We disseminated a questionnaire that was then filled in by 257 respondents. From a total of 257 results, we excluded 38 questionnaires due to non-completion as well as 8 questionnaires due to the unreliability of questionnaire answers. There were 211 questionnaires remaining for the model analysis. We proposed a total of 13 hypotheses which resulted in flow experience and satisfaction being positively associated with intention of continuous use. The findings of this study highlight how massive the effect of different type of RPG games affect the determinants of players in Indonesia.
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Purpose
A rarely discussed type of indulgence good is “virtual” goods featured in freemium games, one of the most important platforms for online retailing. The freemium business model becomes popular amid the growth of mobile games and smartphones. The purpose of this research is to look into the factors that influence the intention to play freemium games and purchase in-game virtual goods, as well as to compare male and female millennial gamers in Indonesia, Southeast Asia's largest mobile gaming market. This research discusses the phenomenon in the context of compensatory consumption.
Design/methodology/approach
This quantitative research used an online questionnaire for data collections. A total of 275 millennial mobile gamers were selected via purposive sampling. In total, there are six factors incorporated in this research: utility, self-indulgence, social interaction, competition, the intention to play freemium games and the intention to pay for virtual goods. This research used structural equation modelling (SEM) via AMOS software to test the hypotheses.
Findings
This research reveals that (1) utility is a negative predictor of the intention to pay for virtual goods, (2) self-indulgence is a positive predictor of the intention to play freemium games, (3) there is a mediation effect of the intention to play freemium games on the relationship between self-indulgence and the intention to pay for virtual goods, (4) social interaction is a positive predictor of the intention to pay for virtual goods, (5) competition is a positive predictor of the intention to play freemium games, (6) there is a mediation effect of the intention to play freemium games on the relationship between competition and the intention to pay for virtual goods and (7) the intention to play freemium games is a positive predictor of the intention to pay for virtual goods.
Research limitations/implications
This research has several limitations: first, half of the study’s millennial respondents were students whose gaming expenditures might depend on their parents or guardians' willingness to accommodate their gaming activities. Therefore, there might be some biases in the intention to pay for virtual goods. Second, the numbers of female respondents outweigh male respondents (44.4% males), hence the sample representativeness issue in a slightly male-dominated gaming industry in Indonesia. Third, the game genres the millennial respondents mostly played were the battle royale and the shooter games. Other game genres (e.g. puzzles) might involve a different mechanism. Lastly, the authors measured the compensatory consumption concept indirectly, such as by measuring variables associated with lack of time (utility), the need for virtual achievements or online recognitions (competition), mood-related issues (self-indulgence) and lack of belongingness (social interaction).
Practical implications
Game developers and online retailers (e.g. Google Play Store, Android App Store and Microsoft Store) should incorporate competition, indulgence and social interaction elements when designing and promoting freemium games. Based on the results of this research, a combination of these three elements improves the likelihood of purchasing virtual goods via online retail platforms
Originality/value
This is the first research to demonstrate a link between online retailing and compensatory consumption, particularly in the context of freemium games. This research extends the literature on online retailing in the context of freemium games, which has received little attention. In addition to theoretical support, this research provides new empirical evidence for previously unexplored and unsupported relationships.
Purpose
This paper provides a comprehensive, yet concise, overview of the considerations and metrics required for PLS-SEM analysis and result reporting. Preliminary considerations are summarized first, including reasons for choosing PLS-SEM, recommended sample size in selected contexts, distributional assumptions, use of secondary data, statistical power, and the need for goodness-of-fit testing. Next, the metrics, as well as the rules of thumb, that should be applied to assess the PLS-SEM results are covered. Besides covering established PLS-SEM evaluation criteria, the overview includes new guidelines for applying (1) PLSpredict, a novel approach for assessing a model’s out-of-sample prediction, (2) metrics for model comparisons, and (3) several complementary methods for checking the results’ robustness.
Design/methodology/approach
This paper provides an overview of previously and recently proposed metrics, as well as rules of thumb, for evaluating the results of research, based on the application of PLS-SEM.
Findings
Most of the previously applied metrics for evaluating PLS-SEM results are still relevant, but scholars need to be knowledgeable about recently proposed metrics (e.g., model comparison criteria) and methods (e.g., endogeneity assessment, latent class analyses, PLSpredict) and when and how to apply them.
Research limitations/implications
Methodological developments associated with PLS-SEM are rapidly emerging. The metrics reported in this paper are useful for current applications, but scholars need to continuously seek the latest developments in the PLS-SEM method.
Originality/value
In light of more recent research and methodological developments in the PLS-SEM domain, guidelines for the method’s use need to be continuously extended and updated. This paper is the most current and comprehensive summary of the PLS-SEM method and the metrics applied to assess its solutions.
The goal of this study was to identify factors that influence the purchase of probability-based items (PBIs) in mobile social network games (MSNGs). This paper introduces an extended research model based on the technology acceptance model (TAM). Statistical results from a survey of MSNG users find that factors that influence the purchase of PBIs include perceived enjoyment, perceived usefulness, perceived number of users, and perceived number of friends which are factors attributed to mobile game and social network characteristics, and also perceived desire for jackpot that is one of the major features of PBIs. We also analyzed the research model by gender to provide MSNG companies with a reference that may guide the development of PBI strategies that are targeted at genders. Males responded differently than females to some factors. OAPA
This research examines the potential factors which influence users' intention to play mobile games. Through the employment of structural equation modeling technology, a research model extending the technology acceptance model (TAM) with flow experience and social norms is proposed. This research model was empirically evaluated using survey data collected from 565 users in the largest city in central China. And eleven research hypotheses were proposed. Eight hypotheses were positively supported on a significant level, while three hypotheses were rejected in this study. The result indicated that attitude and flow experience explained about 66% of users' intention to play mobile games. It was found that social norms did not have a direct effect on the intention to play a mobile game. However, it affected the attitude directly. In addition, flow experience, perceived ease of use and perceived usefulness all had direct effects on users' attitudes toward playing a mobile game. The research findings demonstrated that flow experience play an important role in the adoption of mobile games.
Likert scale is applied as one of the most fundamental and frequently used psychometric tools in educational and social sciences research. Simultaneously, it is also subjected to a lot of debates and controversies in regards with the analysis and inclusion of points on the scale. With this context, through reviewing the available literature and then clubbing the received information with coherent scientific thinking, this paper attempts to gradually build a construct around Likert scale. This analytical review begins with the necessity of psychometric tools like Likert scale andits variants and focuses on some convoluted issues like validity, reliability and analysis of the scale.
Over the past several years, researchers have used data from the experience sampling method to operationalize flow and non-flow experiences in people's daily lives, including leisure, as indicated by the theory of optimal experiences (Csikszentmihalyi & Csikszentmihalyi, 1988). The challenge-skill ratio that is central to that theory has been found to explain only a small portion of the variance of measures of subjective experience (e.g., affect, arousal). The purposes of the present study were to review potential factors that may limit the percentage of variance explained in studies of the flow phenomenon, propose alternative methods of analysis, and compare the explanatory power of the different approaches to analysis. Findings are reported from two separate data sets. The discussion focuses on considerations for future analyses of ESM data and the refinement of the theory of optimal experiences.
Scholars have questioned the effectiveness of several customer relationship management strategies. The author investigates the differential effects of customer relationship perceptions and relationship marketing instruments on customer retention and customer share development over time. Customer relationship perceptions are considered evaluations of relationship strength and a supplier's offerings, and customer share development is the change in customer share between two periods. The results show that affective commitment and loyalty programs that pro- vide economic incentives positively affect both customer retention and customer share development, whereas direct mailings influence customer share development. However, the effect of these variables is rather small. The results also indicate that firms can use the same strategies to affect both customer retention and customer share development.
Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.
Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.
Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.
In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.
Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.
Though value has received significant attention in the marketing literature in recent years, research on the concept has been somewhat limited in the context of online shopping, particularly in regards to empirical hypothesis testing. This paper examines the relevancy of value dimensions for online shopping and the relationship between value dimensions, preference towards the Internet retailer, and intentions. Findings from the large-scale study indicate that utilitarian value is more strongly related than hedonic value to preference towards the Internet retailer and intentions and that shopping frequency can play a moderating role. The paper concludes with a discussion of limitations and managerial implications.
In an effective e-learning game, the learner’s enjoyment acts as a catalyst to encourage his/her learning initiative. Therefore, the availability of a scale that effectively measures the enjoyment offered by e-learning games assist the game designer to understanding the strength and flaw of the game efficiently from the learner’s points of view. E-learning games are aimed at the achievement of learning objectives via the creation of a flow effect. Thus, this study is based on Sweetser’s & Wyeth’s framework to develop a more rigorous scale that assesses user enjoyment of e-learning games. The scale developed in the present study consists of eight dimensions: Immersion, social interaction, challenge, goal clarity, feedback, concentration, control, and knowledge improvement. Four learning games employed in a university’s online learning course “Introduction to Software Application” were used as the instruments of scale verification. Survey questionnaires were distributed to students taking the course and 166 valid samples were subsequently collected. The results showed that the validity and reliability of the scale, EGameFlow, were satisfactory. Thus, the measurement is an effective tool for evaluating the level of enjoyment provided by e-learning games to their users.
Advances in information technologies today have created rich forms of reality to engage consumers. This study examines the effects of augmented realism and technology fluidity of augmented reality (AR) applications on consumer decision-making. A posttest-only between-group experiment was conducted in a laboratory setting to enable the completion of a simulated product-evaluation task via a web-based AR system, a mobile-app based AR system and a non-AR marketing device. Findings demonstrated that augmented realism and technology fluidity strongly influenced consumers’ flow experience, which led to cognitive and affective responses toward the brand and/or the AR-interface medium, in addition to increased purchase intention. The four sub-dimensions of flow also helped explicate the relationships between immersive shopping experience and cognitive, affective and behavioral outcomes. The study contributes to theory building in AR-based immersive and online marketing research.
The purpose of this research paper is to identify and model the factors that influence
purchase intention in freemium mobile games. This study uses Unified theory of acceptance
and use of technology 2 (UTAUT2) as its main focus and it is recontextualized to better fit the
freemium game industry. An understanding for these factors in video game context will enable
more future research to better understand player behaviour in freemium mobile game. This
research also provides a brief study to papers related to virtual items and in-game purchase
paper. The new model resulted from this study will hopefully provide more impetus to further
discussion and research in mobile game industry. The limitation from this research is that it is
only focused on mobile game with freemium business model with no specific genres. In the
future, more specific approach can be conducted to gain more better insight for each types of
mobile game.
Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.
Virtual Reality Spectatorship (VRS) is becoming an emerging sport media consumption trend as it delivers such optimal experience that maximizes user satisfaction. To clearly understand media user experiences in VRS, the current study aimed to investigate how a media (media type), personal (sport involvement), and game (rivalry) factors influence spectators' flow experience and to examine the impact of flow experience on their satisfaction. We conducted a 2 (media type: VR vs. 2-D screen)×2 (rivalry: high vs. low) between subject experimental study where media type and rivalry were manipulated while sport involvement was measured. The results indicated that VRS amplified flow experience via vividness, interactivity, and telepresence to the greater extent than the
traditional medium (2-D screen). Interestingly, sport viewers' sport involvement was found to amplify flow experience. Sport involvement also moderated the serial mediation (media → vividness and interactivity → telepresence →flow experience); the effects of VR technology on flow experience was stronger for those who are less interested in the target sport than highly involved sport fans. Lastly, flow experience in VRS was found to
substantially enhance user satisfaction.
The authors report a study of the effects of price, brand, and store information on buyers’ perceptions of product quality and value, as well as their willingness to buy. Hypotheses are derived from a conceptual model positing the effects of extrinsic cues (price, brand name, and store name) on buyers’ perceptions and purchase intentions. Moreover, the design of the experiment allows additional analyses on the relative differential effects of price, brand name, and store name on the three dependent variables. Results indicate that price had a positive effect on perceived quality, but a negative effect on perceived value and willingness to buy. Favorable brand and store information positively influenced perceptions of quality and value, and subjects’ willingness to buy. The major findings are discussed and directions for future research are suggested.
This paper aims to map out college consumers’ decision making process in mobile application download. Regulatory focus (RF) is examined as an important factor affecting gratifications sought (GS) and information processing (IP), app selection style and the ultimate mobile app download behavior. Results show that RF has effects on hedonic GS, and heuristic IP and systematic IP. Hedonic GS positively predicts equally both heuristic processing and systematic processing. Both heuristic processing and systematic processing predict selection style. Although selection style does not affect download app type diversity, impulsive style consumers are more likely to download the app. The study also shows college consumers in general have high likelihood in downloading an app after they considered it. Hedonic GS mediates the relation between RF and both heuristic processing and systematic processing. Systematic processing mediates hedonic GS and selection style. Hence mobile app download decision involves both heuristic and systematic processing.
Purpose
Extending on flow theory, the purpose of this paper is to explore how interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) impact flow experience; this study also investigates how flow experience is related to replay intention. Furthermore, this is the first study to explore the relationship between perceived uncertainty and challenges in online gaming.
Design/methodology/approach
The proposed research model was empirically evaluated using survey data collected from online game players. The evaluation was conducted using partial least squares of structural equation modeling.
Findings
The findings revealed that flow experience was a significant predictor of replay intention. Four antecedents of flow (telepresence, focused attention, skills, and challenges) had a positive influence on flow experience. Interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) influenced these antecedents. Moreover, human-to-human interactivity exerted a greater impact on the flow experience antecedents than did human-to-machine-associated interactivity. This study reveals that human-to-human interactivity is most crucial to the effective development of online games. In addition, the author find that utilitarian motivations have positive moderating effects on the relationship between flow and replay intention. Finally, additional practical and managerial implications are discussed.
Originality/value
Few empirical studies have explored the moderating role of utilitarian motivations. This original study analyzed how utilitarian motivations moderate the relationships between flow and replay intention of online game players. Moreover, this is one of the first studies to explore the characteristic of uncertainty and its role in the context of online game playing.
Purpose
Prior studies on virtual product purchase have focused on external technological factor but have paid less attention to internal user factors. Thus, drawing upon the social presence and user engagement theories, the purpose of this paper is to develop a research model considering both technological factors and user factors and empirically examine the validity of the proposed research model.
Design/methodology/approach
A survey from 214 World of Warcraft players was conducted to test the proposed research model, and structural equation modelling approach (specifically, PLS) was used to test the proposed hypotheses.
Findings
The data analysis results suggest that both social presence and user engagement positively influence the intention to purchase virtual products. Furthermore, two technological factors, interactivity and sociability, are found to affect social presence, and two social factors, social ties and social identity, are found to affect user engagement.
Originality/value
This study proposes a dual factor framework (i.e. technological and user factors) to investigate the factors influencing the intention to purchase by integrating the social presence perspective and user engagement perspective. The findings would be beneficial for service provider of massively multiplayer online role-playing games to recognize that triggering user demand is of equal importance with offering better technologies and suggest new ways to promote users’ virtual product purchase intentions.
The second volume in the collected works of Mihaly Csikszentmihalyi covers about thirty years of Csikszentmihalyi's work on three main and interconnected areas of study: attention, flow and positive psychology. Describing attention as psychic energy and in the footsteps of William James, Csikszentmihalyi explores the allocation of attention, the when and where and the amount of attention humans pay to tasks and the role of attention in creating 'experiences', or ordered patterns of information. Taking into account information processing theories and attempts at quantifying people's investment, the chapters deal with such topics as time budgets and the development and use of the Experience Sampling Method of collecting data on attention in everyday life. Following the chapters on attention and reflecting Csikszentmihalyi's branching out into sociology and anthropology, there are chapters on the topic of adult play and leisure and connected to that, on flow, a concept formulated and developed by Csikszentmihalyi. Flow has become a popular concept in business and management around the world and research on the concept continues to flourish. Finally, this volume contains articles that stem from Csikszentmihalyi's connection with Martin Seligman; they deal with concepts and theories, as well as with the development and short history, of the field and the "movement" of positive psychology. © 2014 Springer Science+Business Media Dordrecht. All rights reserved.
Despite the huge growth potential that has been predicted for in-app purchases and the mobile game market, little is known about what motivates game players to make such purchases. The purpose of this paper is to build a research model based on the loyalty literature and studies of value theory to identify the antecedents of in-app purchase intention in the context of mobile games. The proposed model was empirically evaluated using a web survey of 3,309 mobile game players: 813 nonpaying players and 2,496 paying players. Structural equation modeling was used to assess the research model. The results reveal that loyalty to the mobile game has significant influence on a player’s intention to make an in-app purchase. The perceived values of the game (playfulness, connectedness, access flexibility, and reward) have direct influence on the loyalty of all players but appear to have relatively little impact on the purchase intentions of nonpaying players. Two values (loyalty and good price) were found to have a direct impact on a player’s intention to make an in-app purchase. Specifically, our study revealed differences between paying users and nonpaying users. This study provides a better understanding of how the values influence loyalty among all players of the game, and the purchase intentions of paying and nonpaying players. Further insights into mobile game app marketing strategies are provided as well.
This paper is review of a classic marketing book (Oliver, R. L. 1996. Satisfaction: A behavioral perspective on consumer. New York: Printce Hill). Oliver’s book is an advanced level book specially designed for advanced masters and doctoral students and researchers of marketing. This book can be followed in the course of consumer behavior and customer satisfaction. It almost covers all important psychological aspects related to consumer in the formation of satisfaction and applicable to both product and service consumers. First, this review summaries this book. Second, review presents the main criticism on this book followed by its contribution and impact on recent research.
The highly competitive and rapidly changing market for online services is becoming increasingly effective at locking users in through the coercive effects of switching costs. Although the information systems field increasingly recognizes that switching costs plays a big part in enforcing loyalty, little is known about what factors users regard as switching costs or why they perceive these costs. Consequently, it is hard for online services to know what lock-in strategies to use and when to apply them. We address this problem by first developing a theory-driven structure of online users' perceived switching costs that distinguishes between vendor-related and user-related factors. We then propose that important antecedent influences on switching costs from economic value, technical self-efficacy, and past investments are more complex and intertwined than previously thought. We empirically validated the proposed model using data collected from home users of Internet service providers. Our findings demonstrate that an online service's economic value more heavily influences users' perceptions of vendor-related switching costs than does technical self-efficacy. However, users' technical abilities outweigh economic value in influencing user-related switching costs. Furthermore, although we confirmed the commonly held notion that deeply invested users are generally more vulnerable to lock-in, we also found that this relationship is contingent on users' technical abilities. Finally, we found that our multidimensional measure of switching costs is a valid predictor of user loyalty and is more powerful than previous global measures. Overall, this study uncovered a finer network of switching-cost production than had been previously established and suggests a new approach to modeling and exploiting online users' perceived switching costs.
Purpose
The aim of this paper is to provide a literature review of the state‐of‐the‐art and up to date concepts and measures undertaken in the research on perceived value. The purpose especially is to provide a comprehensive and systematic overview of the research on perceived value.
Design/methodology/approach
The common perceived value definitions, conceptual and measurement approaches and its close relationship with important and highly researched service industry components such as service quality and customer satisfaction are discussed.
Findings
This paper demonstrates underlying and foundational theories, systematises the research streams and addresses the unsolved concerns of perceived value. The paper concludes with recommendations for the future research and application of perceived value as being relevant to the service industry.
Originality/value
The contribution of the paper lies in achieving a more profound understanding of the nature of perceived value for, equally, academics and industry.
In this study, we argue that there will have some factors affecting online game service satisfaction and loyalty. The purpose of this study is to understand an online game service model. This model contains several dimensions including experiential value, transaction cost, and service quality, the three antecedents of online game service satisfaction and loyalty and test the associations among the constructs in it. After surveying some players in Taiwan, we found that three antecedents have significant and positive effects on online game service satisfaction and which, in turn, significantly affect online loyalty. Especially, service quality has the relatively higher total positive effects on both online game satisfaction and loyalty. Meanwhile, online game satisfaction completely mediates the effects of these three antecedents on online loyalty. The findings imply that how to manage online game service quality better, provide more acceptable transaction cost, and offer more experiential value are the key ways for effectively enhancing players’ satisfaction with the online game service in order to retain their loyalty to the online game service system. Because to keep competitiveness of online game industry is hard to hard, we hope this model can provide online game corporate to select and adopt the key point what the online game corporate should choose and how to affect the key factors of online game service satisfaction and online loyalty in online game industry.
On-line games have been a highly profitable e-commerce application in recent years. The market value of on-line games is increasing markedly and number of players is rapidly growing. The reasons that people play on-line games is an important area of research. This study views on-line games as entertainment technology. However, while most past studies have focused on task-oriented technology, predictors of entertainment-oriented technology adoption have seldom been addressed.This study applies the technology acceptance model (TAM) that incorporates social influences and flow experience as belief-related constructs to predict users’ acceptance of on-line games. The proposed model was empirically evaluated using survey data collected from 233 users about their perceptions of on-line games. Overall, the results reveal that social norms, attitude, and flow experience explain about 80% of game playing. The implications of this study are discussed.
Although social networking sites (SNSs) have attracted increased attention and members in recent years, there has been little research on it: particularly on how a users’ extroversion or introversion can affect their intention to pay for these services and what other factors might influence them. We therefore proposed and tested a model that measured the users’ value and satisfaction perspectives by examining the influence of these factors in an empirical survey of 288 SNS members. At the same time, the differences due to their psychological state were explored. The causal model was validated using PLS-Graph 3.0; six out of eight study hypotheses were supported. The results indicated that perceived value significantly influenced the intention to pay SNS subscription fees while satisfaction did not. Moreover, extroverts thought more highly of the social value of the SNS, while introverts placed more importance on its emotional and price value.The implications of these findings are discussed.
The aims of this paper are to: (1) modify the theory of consumption values in order to investigate online game users’ perceived value of purchasable game items, and (2) develop a new construct – the “integrated value of purchasing game items” – based on the modified theory of consumption values. We found that the enjoyment, character competency, visual authority, and monetary values are appropriate for describing how online game users perceive the value of game items. Utilizing second order analysis, the “integrated value of purchasing game items” was developed. To show the validity of the new construct, we developed a research model and tested it using the results of 327 valid questionnaires. Results revealed that the new construct is statistically significant in affecting users’ intention to purchase game items.
The global market for virtual items, characters and currencies was estimated to exceed 2.1 Billion USD in 2007. Selling virtual goods for real money is an increasingly common revenue model not only for online games and virtual worlds, but for social networking sites and other mainstream online services as well. What drives consumer spending on virtual items is an increasingly relevant question, but little research has been devoted to the topic so far. Previous literature suggests that demand for virtual items is based on the items' ability to confer gameplay advantages on one hand, and on the items' decorative value on the other hand. In this paper, I adopt a perspective from the sociology of consumption and analyse examples from 14 virtual asset platforms to suggest a more detailed set of item attributes that drive virtual item purchase decisions, consisting of functional, hedonic and social attributes.
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