DETERMINING FACTORS INFLUENCING THE PURCHASE INTENTION OF VIRTUAL ITEMS IN ONLINE GAME: GENSHIN IMPACT CASE

Abstract

The purpose of this study is to investigate the motivation for purchasing Virtual Items by game players, specifically in the game Genshin Impact, by applying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) Model. The method used in this study is a quantitative approach, where questionnaires were distributed through an online platform, namely google form, to Twitter users who actively play Genshin Impact. The variables used in this study are Purchase Decisions as the Dependent Variable, Behavioral Intention as the Intervening Variable, and Performance Expectations, Effort Expectations, Social Influence, Hedonic Motivation, Facilitating Conditions, Price Value, and Habit as Independent Variables. The total number of respondents in this study was 281 sample who were selected purposively through the Purposive sampling method. Hypothesis analysis was carried out using the statistical software, and the analysis method used was Structural Equation Modeling Partial Least Squares (SEM-PLS). The results showed that Performance Expectancy does not have a significant influence on Behavioral Intention of Genshin Impact Game players to purchase virtual Items, Effort Expectancy does not have a significant influence on Behavioral Intention of Genshin Impact Game players to purchase virtual Items, Social Influence does not have a significant influence on Behavioral Intention of Genshin Impact Game players to purchase virtual Items,there is a significant influence of the Hedonic Motivation variable on the Behavioral Intention variable, but the level of influence of the variable is still relatively low, Facilitating Conditions does not have a significant influence on the Behavioral Intention of Genshin Impact Game players to purchase virtual Items., there is a significant influence of the Facilitating Conditions variable on the Purchase Decision variable, but the level of influence of the variable is still relatively low, Price Value does not have a significant influence on the Behavioral Intention of Genshin Impact Game players to purchase virtual Items, that there is a significant influence of the Habit variable on increasing the Behavioral Intention of Genshin Impact players to purchase virtual items, there is a high significant effect of the Habit variable on increasing the Purchase Decision of Genshin Impact players to purchase virtual items, and last thereis a significant influence of the Behavioral Intention variable on increasing the Purchase Decisions of Genshin Impact players to purchase virtual items.