Impact of Hedonic Value, Utilitarian Value, Satisfaction, Attitude, Social Norms, Social Identification, and Stickiness Towards Intention to Make In-App Purchase: An Empirical Study of MOBA Mobile Games

Tjong, Michael and Santoso, Eric (2019) Impact of Hedonic Value, Utilitarian Value, Satisfaction, Attitude, Social Norms, Social Identification, and Stickiness Towards Intention to Make In-App Purchase: An Empirical Study of MOBA Mobile Games. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In today’s era, gaming through mobile phone has brought upon new methods of making profit for the gaming industry. In-app purchase is one of the methods. Game developers are making use of in-app purchase method to sell virtual goods which is available to purchase within the game. Furthermore, mobile games with MOBA as a genre are well-known for making revenue through in-app purchase by selling various kinds of virtual goods. This research is aiming to examine the relationship of the factors which drive mobile games players’ intention to purchase towards virtual goods, specifically virtual goods on MOBA mobile games. Based on Affect-Behavior-Cognition model, the factors which impact intention to make in-app purchase are social norms, social identification, attitude and satisfaction which affected by hedonic and utilitarian value, and stickiness as mediating variable. This research is using quantitative method and conducted within the area of Jakarta, Tangerang, and Bekasi, which involves distribution of questionnaires of 450 respondents whom are MOBA mobile games players. This research is using PLS-SEM as data analysis method which covers measurement and structural evaluation model. The result of the research shown that out of 5 factors, only attitude and stickiness significantly impact intention to make in-app purchase. The results should provide game developers with new insight and ideas for effective method for better business models and strategies in implementing in-app purchase.

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