THE EFFECT OF SOCIAL VALUE, PRICE UTILITY, SATISFACTION AND AESTHETIC ON PURCHASE INTENTION OF VIRTUAL GOODS IN ONLINE GAMES

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.