Abstract:
Due to the development of internet nowadays, people utilize it with games and it
results in the development of gaming industries that leads to strong existence of
virtual economy. However, the development of the gaming industry in Indonesia
was indeed a little late compared to other countries. This study generates a new
perspective that describes purchase intention on virtual goods in Massively
Multiplayer Online Social Games (MMOSG), called Audition, in Indonesia. This
research is done through a survey by using questionnaire which acquired200
Audition players as respondents. The data processing used is structural equation
modeling.Results of the study show factors that significantly influence purchase
intention on virtual goods are social value and aesthetic in which purchase
intention affects actual purchase behavior, while price utility and satisfaction do
not influence purchase intention.
