The factors to influence the purchase intention of virtual items in free MMORPG

Abstract

SUMMARY This study attempts to use Consumer Perceived Value Character Identification and Flow Experience as research variables to explore their impact on players’ purchase intentions This study uses Multiple Regression and ANOVA Analysis to analyze and verify the research model and hypothesis and find: 1 For free-to-play mobile Massively Multiplayer Online Role-Playing Game players the Functional and Social Value of virtual goods player's Character Identification and player Flow Experience have a significant positive effect on players’ purchase intentions 2 For high-income groups their demand for Social Value is significantly higher than other groups Based on this result this study draws the following conclusions: 1 For students or low disposable income groups mobile game manufacturers should provide functional props instead of personalized props 2 For high disposable income groups: mobile game manufacturers should add more tasks that require teamwork to increase players' willingness to cooperate which can enhance virtual items’ social value for high income group players Keyword: free-to-play mobile games user purchase intentions Consumer Perceived Value Character Identification Flow Experience

Date of Award	2020
Original language	English
Supervisor	Shuang-shii Chuang (Supervisor)