FACTORS AFFECTING INTENT TO PURCHASE VIRTUAL GOODS IN ONLINE GAMES

Online games increasingly sell virtual goods to generate real income. As a result, it isincreasingly important to identify factors and theory of consumption values that affect intent topurchase virtual goods in online games. However, very little research has been devoted to thetopic. This study is an empirical investigation of the factors and theory of consumption valuesthat affect intent to purchase virtual goods in online games. The study determines the effects ofgame type, satisfaction with the game, identification with the character, and theory ofconsumption values on intent to purchase virtual goods. The study used a survey to collectinformation from 523 virtual game users. Study results showed that game type is a moderatingvariable that affects intent to purchase virtual goods. And it demonstrated that role-playing gameusers are affected by theory of consumption values: functional quality, playfulness, and socialrelationship support. Moreover, war-strategy game users are affected by satisfaction with thegame, identification with the character, and theory of consumption values: price, utility, andplayfulness. The study also presents conclusions, proposes applications, and describesopportunities for further research.