I will buy virtual goods if I like them: a hybrid PLS-SEM-artificial neural network (ANN) analytical approach

Despite the popularity of Free-to-Play (F2P) games in recent years, the motivations behind players’ intention to purchase virtual goods in F2P games still require further investigations. This study aims to address this dilemma by investigating the antecedents of functional, emotional, and social values in shaping the purchase intention of virtual goods in F2P games. Using purposive sampling, data were collected through a survey from 352 F2P game participants in the United States. A hybrid PLS-SEM-Artificial Neural Network (ANN) modeling approach was employed to examine the impact of these factors on the intention to purchase virtual goods. The results reveal that perceived value positively influences the purchase intention of virtual goods. The findings also show that functional, emotional, and social values significantly impact the perceived value and purchase intention of virtual goods. Further, perceived value mediates the relationship between quality, achievement, enjoyment, aesthetics, customization, self-presentation, and the intention to purchase virtual goods. The ANN results reveal that quality and social presence are the most critical factors since they achieve the greatest normalized importance ratio compared to the others. The model illustrated considerable explanatory evidence for purchase intention in the context of F2P games. Additionally, this research significantly strengthens the marketing literature by developing an understanding of the intention to buy virtual goods in F2P games. The proposed model can provide insights for F2P game providers to design their games and marketing strategies.