IDEAS home Printed from https://ideas.repec.org/a/spt/admaec/v10y2020i1f10_1_3.html
   My bibliography  Save this article

Why do you buy digital goods in the mobile game? The value perspective

Author

Listed:
  • Yu-Wei Chuang

Abstract

Mobile games had dominated the games market in the last decade; meanwhile, mobile games become one of the most popular leisure activity to modern people. People can use their mobile phones or tablets to enjoy the fascinated and absorbed gaming environment. But, previous studies of mobile games neglect the scenario of purchase intention, meaning that what factors influence users to buy digital goods in mobile games. As a result, this research proposes and verify a research framework and hypotheses, including the factors of hedonic value, utilitarian value, economic value, satisfaction, loyalty, and purchase intention. The results of this study state that perceived values are key determinants of users’ loyalty, satisfaction, and purchase intention of digital goods. More importantly, this study found that loyalty serves as an essential mediating factor between satisfaction and purchase intention. The research findings provide significant observations to know how game developers should emphasize lock-in activities to improve users’ satisfaction, loyalty, and purchase intention.  JEL classification numbers: L82, M31

Suggested Citation

  • Yu-Wei Chuang, 2020. "Why do you buy digital goods in the mobile game? The value perspective," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(1), pages 1-3.
    • Handle: RePEc:spt:admaec:v:10:y:2020:i:1:f:10_1_3
    as

    Download full text from publisher

    File URL: http://www.scienpress.com/Upload/AMAE%2fVol%2010_1_3.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    2. Hee-Woong Kim & Hock Chuan Chan & Atreyi Kankanhalli, 2012. "What Motivates People to Purchase Digital Items on Virtual Community Websites? The Desire for Online Self-Presentation," Information Systems Research, INFORMS, vol. 23(4), pages 1232-1245, December.
    3. Bae, Sung-Man, 2017. "The relationship between the type of smartphone use and smartphone dependence of Korean adolescents: National survey study," Children and Youth Services Review, Elsevier, vol. 81(C), pages 207-211.
    4. Yi, Jisu & Lee, Youseok & Kim, Sang-Hoon, 2019. "Determinants of growth and decline in mobile game diffusion," Journal of Business Research, Elsevier, vol. 99(C), pages 363-372.
    5. Wu, Cedric Hsi-Jui & Liang, Rong-Da, 2011. "The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective," Tourism Management, Elsevier, vol. 32(2), pages 317-325.
    6. Sirakaya-Turk, Ercan & Ekinci, Yuksel & Martin, Drew, 2015. "The efficacy of shopping value in predicting destination loyalty," Journal of Business Research, Elsevier, vol. 68(9), pages 1878-1885.
    7. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    8. Soumya Ray & Sung S. Kim & James G. Morris, 2012. "Research Note ---Online Users' Switching Costs: Their Nature and Formation," Information Systems Research, INFORMS, vol. 23(1), pages 197-213, March.
    9. Overby, Jeffrey W. & Lee, Eun-Ju, 2006. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1160-1166, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Karine Picot-Coupey & Nina Krey & Elodie Huré & Claire-Lise Ackermann, 2021. "Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale," Post-Print hal-02572817, HAL.
    3. Yumei Luo & Qiongwei Ye, 2019. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value," Sustainability, MDPI, vol. 11(19), pages 1-18, September.
    4. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    5. Han-Jen Niu & Fei-Hsu Sun Hung & Po-Ching Lee & Yensen Ni & Yuhsin Chen, 2023. "Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines," Sustainability, MDPI, vol. 15(24), pages 1-18, December.
    6. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    7. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    9. Benoit, Sabine & Hartmann, Julia & Sichtmann, Christina & Wetzels, Martin, 2022. "The Differential Effects of CSR and CSI on Consumer Willingness to Pay: Implications for Service Providers and Retailers," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 6(2), pages 82-103.
    10. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    12. Lionel Nicod & Sylvie Llosa & David Bowen, 2020. "Customer proactive training vs customer reactive training in retail store settings: Effects on script proficiency, customer satisfaction, and sales volume," Post-Print hal-02490363, HAL.
    13. Collier, Joel E. & Barnes, Donald C., 2015. "Self-service delight: Exploring the hedonic aspects of self-service," Journal of Business Research, Elsevier, vol. 68(5), pages 986-993.
    14. Hollebeek, Linda D., 2013. "The customer engagement/value interface: An exploratory investigation," Australasian marketing journal, Elsevier, vol. 21(1), pages 17-24.
    15. Kim, Yaeri & Roh, Taewoo, 2022. "Preparing an exhibition in the post-pandemic era: Evidence from an O2O-based exhibition of B2B firms," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    16. Sammon, Rachel & Kwon, Kyoung-Nan, 2015. "Host׳s interpersonal influence on guests in a home sales party," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 32-38.
    17. Chebat, Jean-Charles & Michon, Richard & Haj-Salem, Narjes & Oliveira, Sandra, 2014. "The effects of mall renovation on shopping values, satisfaction and spending behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 610-618.
    18. Scarpi, Daniele, 2012. "Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 53-67.
    19. Kumar, Vikas & Ayodeji, Ogunmola Gabriel, 2021. "E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    20. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.

    More about this item

    Keywords

    Mobile games; Perceived value; Satisfaction; Loyalty; Purchase intention;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spt:admaec:v:10:y:2020:i:1:f:10_1_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Eleftherios Spyromitros-Xioufis (email available below). General contact details of provider: http://www.scienpress.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.