DETERMINANTS OF IN-APP PURCHASE INTENTION IN HAGO GAMES

ALDO (2020) DETERMINANTS OF IN-APP PURCHASE INTENTION IN HAGO GAMES. S2 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Despite the increases in number of users, duration of playing, and revenue of mobile games, the decreases in revenue in certain years emphasize the importance of investigating in-app purchase of mobile games. This study aims to understand the determinants of in-app purchase intention in HAGO games. The questionnaires of this study was distributed using nonprobability sampling method, specifically snowball sampling method (distributed online and offline). Total of valid responses collected were 205 responses. The results show that social value and emotional value had significant influences on satisfaction. Price value and social value also had significant influences on in-app purchase intention. Therefore, mobile social networking games (M-SNGs) companies should focus on increasing social value by providing more benefits and increasing emotional value by fulfilling the players emotional wants. Moreover, confirmation was found to significantly influenced both perceived values and satisfaction. M-SNGs companies should concentrate on the imporance of the correspondence among the actual experience and the expectation of the users towards the M-SNGs. On the other side, functional value and price value did not have significant influence on satisfaction. For these reasons, M-SNGs companies should focus more on increasing the quality and design of the M-SNGs and make the price of the virtual goods become more reasonable, economical, and offer value for money. In addition, functional value, emotional value, and satisfaction did not have significant influences on in-app purchase intention. Thus, M-SNGs companies should put more attention on the quality and design and also the pleasure and enjoyment of of the M-SNGs. The MSNGs companies should also concentrate on the experiences of the players

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