Perceived values and purchase behavior of online game attribute products: Gender overview

Game-oriented business development is growing quickly and this encourages the digital economy in Indonesia. This research aims to examine the role of perceived value on the purchase behavior of online game attributes in Indonesia based on gender groups. Samples were taken from several online gaming communities in Indonesia. The variables in this study consist of perceived value variables, namely emotional, quality, social and economic value, which are antecedents for the online game attribute purchase intention and purchase behavior variables. Data were analyzed using Structural Equation Modeling. The research results show an influence on purchase intentions of perceived value which consists of emotional, quality, social and economic value and ultimately shapes the buying behavior of online game product attributes. There is a difference in each component of perceived value on purchase intention between male and female groups. Emotional and quality values do not affect the female group’s pursuit intent, while social values do not significantly affect the male group.