DETERMINANT OF IN-APP MOBILE GAME PURCHASE INTENTION: AN EMPIRICAL STUDY OF INDONESIAN MOBILE GAMER

Abstract

Games have become an interesting business and even in a pandemic COVID-19 situation like today, most businesses are collapse, but mobile games still become promising market segments. This study aims to examine factors that determine the purchase intention of in-app mobile games for non-paying players to target the young gamers market in Indonesia. Several 264 mobile gamers were recruited as respondents. Data were collected using a cross-sectional survey with a structured questionnaire. SmartPLS was used to verify the research hypotheses. Based on the study result, reward affects the good price, and affect in-app purchase intention. Playfulness, access flexibility, connectedness, and reward did not affect in-app purchase intention. This shows that gamer intends to buy if the price is good, and this is supported by the availability of reward. Therefore, companies still have to work hard to explore more deeply the variables studied why these variables do not support purchase intentions.