Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale
DOI:
https://doi.org/10.9744/ijbs.1.1.45-56Keywords:
virtual goods, purchase intention, C2C interaction, consumer engagement, brand image, mobile gameAbstract
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.
References
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Christopher R. Plouffe. (2008). Examining “peer-to-peer” (P2P) systems as consumer-to-consumer (C2C) exchange. European Journal of Marketing , 42(11/12), 1179–1202. https://doi.org/10.1108/03090560810903637
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Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory & Practice, 9(3), 61–75. https://doi.org/Article
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Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252–274. https://doi.org/10.1108/10662241211235644
Johnson, G. D., & Grier, S. A. (2013). Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction. Journal of Business Research, 66(3), 306–313. https://doi.org/10.1016/j.jbusres.2011.08.010
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Keller, K. L. (2008). Strategic Brand Management. Brand (Vol. 58). https://doi.org/10.2307/1252315
Kline, R. B. (2005). Principles and practice of structural equation modeling. Methodology in the Social Sciences, 2, 366. https://doi.org/10.1038/156278a0
Kotler, P., & Keller, K. L. (2012). Marketing Management, 14th Edition. Organization (Vol. 22). https://doi.org/10.1080/08911760903022556
Li, P., & Xie, W. (2011). A strategic framework for determining e-commerce adoption. 2011 International Conference on E-Business and E-Government, ICEE2011 - Proceedings, 986–989. https://doi.org/10.1109/ICEBEG.2011.5881677
Libai, B., Bolton, R., Bugel, M. S., de Ruyter, K., Gotz, O., Risselada, H., & Stephen, a. T. (2010). Customer-to-Customer Interactions: Broadening the Scope of Word of Mouth Research. Journal of Service Research, 13(3), 267–282. https://doi.org/10.1177/1094670510375600
Lloyd, H., & Kate, R. (2004). Jaycustomer behavior: an exploration of types and motives in the hospitality industry. Journal of Services Marketing, 18(5), 339–357. https://doi.org/10.1108/08876040410548276
Martínez Salinas, E., & Pina Pérez, J. M. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. https://doi.org/10.1016/j.jbusres.2008.01.006
McCullough, L. (2017). UNDERSTANDING THE MACRO PICTURE TO FIND YOUR POCKET OF GROWTH. Retrieved August 2, 2017, from http://www.nielsen.com/my/en/insights/news/2017/opportunity-abounds-in-asia-pacific.html
McDonald, E. (2017). The global game market will reach $108.9 billion in 2017 with mobile taking 42%. Retrieved June 19, 2017, from https://newzoo.com/insights/articles/the-global-games-market-will-reach-108-9-billion-in-2017-with-mobile-taking-42/
Moore, R., Moore, M. L., & Capella, M. (2005). The impact of customer-to-customer interactions in a high personal contact service setting. Journal of Services Marketing, 19(7), 482–491. https://doi.org/10.1108/08876040510625981
Murtiasih, S., Sucherly, & Siringoringo, H. (2013). How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia. Procedia - Social and Behavioral Sciences, 81, 40–44. https://doi.org/10.1016/j.sbspro.2013.06.384
Pienaar, A. (2015). 62 Essential Ecommerce Terms Every Store Owner Should Know [Glossary]. Retrieved August 2, 2017, from https://conversio.com/blog/ecommerce-terms-glossary/
Pranter, C. a., & Martin, C. L. (1991). Compatibility Management: Roles in Service Performers. Journal of Services Marketing, 5(2), 43–53. https://doi.org/10.1108/08876049110035530
Radoff, J. (2011). Game on. Energize your business with social media games.
Rahayu, R., & Day, J. (2015). Determinant Factors of E-commerce Adoption by SMEs in Developing Country: Evidence from Indonesia. Procedia - Social and Behavioral Sciences, 195, 142–150. https://doi.org/http://dx.doi.org/10.1016/j.sbspro.2015.06.423
Sekaran, U. (2003). Research Methods For Business A Skill Building Approach. John Wiley & Sons, Inc. https://doi.org/10.1007/s13398-014-0173-7.2
Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society, 36(2), 111–147. https://doi.org/10.2307/2984809
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. https://doi.org/10.1016/0022-4359(94)90013-2
Teng, L., & Laroche, M. (2007). Building and testing models of consumer purchase intention in competitive and multicultural environments. Journal of Business Research, 60(3), 260–268. https://doi.org/10.1016/j.jbusres.2006.09.028
The Nielsen Company. (2016). Millenials are the top Smartphone users. Retrieved June 19, 2017, from http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
Tiruwa, A., Yadav, R., & Suri, P. K. (2016). An exploration of online brand community (OBC) engagement and customer’s intention to purchase. Journal of Indian Business Research, 8(4), 295–314. https://doi.org/10.1108/JIBR-11-2015-0123
Ul Islam, J., & Rahman, Z. (2017). The Impact of Online Brand Community Characteristics on Customer Engagement: A Solicitation of Stimulus-Organism-Response Theory. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketings. Tourism Management, 28(3), 714–725. https://doi.org/10.1016/j.tourman.2006.04.026
Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. In Decision Support Systems (Vol. 53, pp. 825–834). https://doi.org/10.1016/j.dss.2012.05.019
Zhu, D. H., Chang, Y. P., & Luo, J. J. (2015). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8–16. https://doi.org/10.1016/j.tele.2015.06.001
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065
Berger, J., & Fitzsimons, G. (2008). Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice. Journal of Marketing Research, 45(1), 1–14. https://doi.org/10.1509/jmkr.45.1.1
Blasco-Arcas, L., Hernandez-Ortega, B., & Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice. Retrieved from http://www.emeraldinsight.com/doi/full/10.1108/JSTP-12-2014-0286
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Bruhn, M., Schnebelen, S., & Schäfer, D. (2014). Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities. Industrial Marketing Management, 43(1), 164–176. https://doi.org/10.1016/j.indmarman.2013.08.008
Christopher R. Plouffe. (2008). Examining “peer-to-peer” (P2P) systems as consumer-to-consumer (C2C) exchange. European Journal of Marketing , 42(11/12), 1179–1202. https://doi.org/10.1108/03090560810903637
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory & Practice, 9(3), 61–75. https://doi.org/Article
Feng, J., & Papatla, P. (2012). Is Online Word of Mouth Higher for New Models or Redesigns? An Investigation of the Automobile Industry. Journal of Interactive Marketing, 26(2), 92–101. https://doi.org/10.1016/j.intmar.2012.01.001
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101–107. https://doi.org/10.1093/biomet/61.1.101
Greve, G. (2014). The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship. Procedia - Social and Behavioral Sciences, 148(August), 203–210. https://doi.org/10.1016/j.sbspro.2014.07.035
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019
Hair, J. F. J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Inc. https://doi.org/10.1016/j.lrp.2013.01.002
Hapsari, R. (2015). The Impact of Customer Engagement and Selected Higher Order Marketing Constructs on Customer Loyalty: An Empirical Investigation of the Indonesian Airline Industry. Lincoln University. Retrieved from https://researcharchive.lincoln.ac.nz/handle/10182/6877
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001
Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252–274. https://doi.org/10.1108/10662241211235644
Johnson, G. D., & Grier, S. A. (2013). Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction. Journal of Business Research, 66(3), 306–313. https://doi.org/10.1016/j.jbusres.2011.08.010
Jones, M., & Cheeseman, A. (2005). Customer Communications 2005-2006.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1. https://doi.org/10.2307/1252054
Keller, K. L. (2008). Strategic Brand Management. Brand (Vol. 58). https://doi.org/10.2307/1252315
Kline, R. B. (2005). Principles and practice of structural equation modeling. Methodology in the Social Sciences, 2, 366. https://doi.org/10.1038/156278a0
Kotler, P., & Keller, K. L. (2012). Marketing Management, 14th Edition. Organization (Vol. 22). https://doi.org/10.1080/08911760903022556
Li, P., & Xie, W. (2011). A strategic framework for determining e-commerce adoption. 2011 International Conference on E-Business and E-Government, ICEE2011 - Proceedings, 986–989. https://doi.org/10.1109/ICEBEG.2011.5881677
Libai, B., Bolton, R., Bugel, M. S., de Ruyter, K., Gotz, O., Risselada, H., & Stephen, a. T. (2010). Customer-to-Customer Interactions: Broadening the Scope of Word of Mouth Research. Journal of Service Research, 13(3), 267–282. https://doi.org/10.1177/1094670510375600
Lloyd, H., & Kate, R. (2004). Jaycustomer behavior: an exploration of types and motives in the hospitality industry. Journal of Services Marketing, 18(5), 339–357. https://doi.org/10.1108/08876040410548276
Martínez Salinas, E., & Pina Pérez, J. M. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. https://doi.org/10.1016/j.jbusres.2008.01.006
McCullough, L. (2017). UNDERSTANDING THE MACRO PICTURE TO FIND YOUR POCKET OF GROWTH. Retrieved August 2, 2017, from http://www.nielsen.com/my/en/insights/news/2017/opportunity-abounds-in-asia-pacific.html
McDonald, E. (2017). The global game market will reach $108.9 billion in 2017 with mobile taking 42%. Retrieved June 19, 2017, from https://newzoo.com/insights/articles/the-global-games-market-will-reach-108-9-billion-in-2017-with-mobile-taking-42/
Moore, R., Moore, M. L., & Capella, M. (2005). The impact of customer-to-customer interactions in a high personal contact service setting. Journal of Services Marketing, 19(7), 482–491. https://doi.org/10.1108/08876040510625981
Murtiasih, S., Sucherly, & Siringoringo, H. (2013). How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia. Procedia - Social and Behavioral Sciences, 81, 40–44. https://doi.org/10.1016/j.sbspro.2013.06.384
Pienaar, A. (2015). 62 Essential Ecommerce Terms Every Store Owner Should Know [Glossary]. Retrieved August 2, 2017, from https://conversio.com/blog/ecommerce-terms-glossary/
Pranter, C. a., & Martin, C. L. (1991). Compatibility Management: Roles in Service Performers. Journal of Services Marketing, 5(2), 43–53. https://doi.org/10.1108/08876049110035530
Radoff, J. (2011). Game on. Energize your business with social media games.
Rahayu, R., & Day, J. (2015). Determinant Factors of E-commerce Adoption by SMEs in Developing Country: Evidence from Indonesia. Procedia - Social and Behavioral Sciences, 195, 142–150. https://doi.org/http://dx.doi.org/10.1016/j.sbspro.2015.06.423
Sekaran, U. (2003). Research Methods For Business A Skill Building Approach. John Wiley & Sons, Inc. https://doi.org/10.1007/s13398-014-0173-7.2
Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society, 36(2), 111–147. https://doi.org/10.2307/2984809
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163–178. https://doi.org/10.1016/0022-4359(94)90013-2
Teng, L., & Laroche, M. (2007). Building and testing models of consumer purchase intention in competitive and multicultural environments. Journal of Business Research, 60(3), 260–268. https://doi.org/10.1016/j.jbusres.2006.09.028
The Nielsen Company. (2016). Millenials are the top Smartphone users. Retrieved June 19, 2017, from http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
Tiruwa, A., Yadav, R., & Suri, P. K. (2016). An exploration of online brand community (OBC) engagement and customer’s intention to purchase. Journal of Indian Business Research, 8(4), 295–314. https://doi.org/10.1108/JIBR-11-2015-0123
Ul Islam, J., & Rahman, Z. (2017). The Impact of Online Brand Community Characteristics on Customer Engagement: A Solicitation of Stimulus-Organism-Response Theory. Telematics and Informatics, 34(4), 96–109. https://doi.org/10.1016/j.tele.2017.01.004
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketings. Tourism Management, 28(3), 714–725. https://doi.org/10.1016/j.tourman.2006.04.026
Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. In Decision Support Systems (Vol. 53, pp. 825–834). https://doi.org/10.1016/j.dss.2012.05.019
Zhu, D. H., Chang, Y. P., & Luo, J. J. (2015). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8–16. https://doi.org/10.1016/j.tele.2015.06.001
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