Exploring Factors Affecting Intention to Purchase Virtual Goods in Online Games

Abstract

The main objective of this research in investigating the factors that affecting intention to purchase virtual goods in online games. All the correlating variables are Perceived Enjoyment, Continuous Use Intention, Subjective Norms, Attitude, and Functional Value. Multiple linear regression and simple linear regression are used to analyze the data. The findings show that Subjective Norms, Attitude, and Functional value that positively influence towards intention to purchase virtual goods in online games, however there are Perceived Enjoyment has influence intention to continuous use intention in online games, and Attitude influence intention to subjective norms in online games. The main findings of this study suggest that more the Enjoyment, Continuous Intention to play the game does not mean that they actually make a purchase in virtual goods, however the Subjective Norms, Attitude, and Functional Value have a significant positive influence to purchase virtual goods in online games