What is it about?
This study aimed to investigate the intention to purchase virtual items in online games. In these games, players can buy virtual items that can be used to improve their character’s abilities. The researchers used the theory of functional value to test the intention to purchase virtual items and what factors influence this purchase intention.
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Why is it important?
Our results indicated that price utility influences the purchase intention of virtual items. We found that character competence and functional quality did not affect purchase intention, which was thought to be related to the social aspects of virtual communities.
Perspectives
This study aims to identify the factors that influence interest with the theory of the value of purchasing virtual goods in online games. The problems found in the observation are related to the functional value theory in buying virtual goods.
Adhi Prakosa
Universitas PGRI Yogyakarta
Read the Original
This page is a summary of: Why Do People Buy Virtual Items? An Assessment Using the Theory of Functional Value, KnE Social Sciences, September 2022, Knowledge E,
DOI: 10.18502/kss.v7i14.12038.
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