Factors that Affect Behavioral Intention to Purchase Virtual Items on Free to Play Games Users in Jabodetabek

Melyana Puji Lestari, Mokhamad Syaefudin Andrianto
2020 Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019)   unpublished
The game industry has a large growth rate and needs attention to help develop this industry further. In making games, game developers need to know their user's behavior to build engagement so they will buy game content and virtual items in the game. This study is to determine the characteristics of the respondents, identify the relationship between user behavior of free to play games based on demographics, and explain factors that affect behavioral intention to purchase virtual items on free to
more » ... al items on free to play games players in Jabodetabek. This study used primary data obtained through questionnaires then processed using descriptive analysis, chi square analysis and PLS-SEM analysis. The result of this study is that user characteristics of free to play games in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) based on demographics are dominated by male users in the age range of 18-22 years. There is a relationship between income and the average virtual item purchased and gender with the game genre. Factors that take affect of behavioral intention to purchase virtual items in sequence are habit, social influence, price value, and facilitating condition.
doi:10.2991/aebmr.k.200606.006 fatcat:ouhkutjnnrgj5ax3jjmzm4cu3a