Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale

  • Jeremy Limanto Petra Christian University
  • Hatane Semuel Petra Christian University
  • Michael Adiwijaya Petra Christian University
Keywords: virtual goods, purchase intention, C2C interaction, consumer engagement, brand image, mobile game

Abstract

Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.

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Published
2018-07-16
Section
Articles