Exploring the effects of player behaviour and social influence on purchase intention of Genshin Impact in-game items in the Jabodetabek area

Karami, Muhammad Ghazian (2024) Exploring the effects of player behaviour and social influence on purchase intention of Genshin Impact in-game items in the Jabodetabek area. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study was done to explore the influences player behaviour and social influences through aspects of achievement, challenge, escapism, social interaction, network externalities, and community involvement on purchase intention. The study uses the quantitative method, and data collection was done using a digitally distributed questionnaire with a 5-point Likert scale for 29 questions. The population of the study are Genshin Impact players based in Jabodetabek. The study sample is limited to people who are over 18 years old, and a total of 145 responses were collected. The sample data was analysed using Partial Least Square – Structural Equation Modelling (PLS-SEM) through use of the SmartPLS software. Results show for variables achievement, escapism, and social interaction have a positive influence on purchase intention, whereas challenge, network externalities, and community involvement have a negative effect on purchase intention. Limitations of study include results for variables challenge, network externality, and community involvement do not align with the theory used, not including all variables related to consumer behaviour theory, and possibility of an insufficient sample size. Recommendations for further study are to use interviews to collect data, the inclusion of more variables related to consumer behaviour theory and increasing the area coverage of the research and the sample size.

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