Factors Affecting Intent to Purchase Virtual Goods in Online Games

Online games increasingly sell virtual goods to generate real income. As a result, it is increasingly important to identify factors and theory of consumption values that affect intent to purchase virtual goods in online games. However, very little research has been devoted to the topic. This study is an empirical investigation of the factors and theory of consumption values that affect intent to purchase virtual goods in online games. The study determines the effects of game type, satisfaction with the game, identification with the character, and theory of consumption values on intent to purchase virtual goods. The study used a survey to collect information from 523 virtual game users. Study results showed that game type is a moderating variable that affects intent to purchase virtual goods. And it demonstrated that role-playing game users are affected by theory of consumption values: functional quality, playfulness, and social relationship support. Moreover, war-strategy game users are affected by satisfaction with the game, identification with the character, and theory of consumption values: price, utility, and playfulness. The study also presents conclusions, proposes applications, and describes opportunities for further research.