FACTORS AFFECTING PURCHASE INTENTION OF IN-GAME ITEMS ON MOBILE GAMES TOWARDS CONTINUOUS USE INTENTION

Abstract

Purpose – The Purpose of this research paper is to focus on study the relation between the customers’ perceived values theory to purchase intention of in-game items and its correlation with continuous use intention. Design/ Methodology/ Approach – This research used the quantitative method with questionnaire as an instrument that being spread online through Google Form. It was tested using IBM SPSS 25 & Amos 23 with the total of 261 respondents. The populations of this research are Indonesian citizen that play PUBG Mobile and Mobile Legend games and purchase in-game items on those games. Furthermore, this study used purposive-sampling method as the method with sample size of 271. Findings – The result shows that the price influence, aesthetics, social relationship support are positively influence the purchase intention. And then, purchase intention is positively influence continuous use intention. Lastly, functional quality, playfulness, social self-image expression are negatively influence the purchase intention. Research Limitation - This research is focusing on Indonesian that had purchase in-game items on PUBG Mobile and Mobile Legend.