The Effect of Addiction, Playfulness and Good Price on Purchase Intention of In-App Features

Role of Perceived Values and Loyalty to PUBG Mobile

DOI

10.2991/aebmr.k.201222.002How to use a DOI?

Keywords

Consumer behavior, In-app features, Loyalty, Online Mobile Game, Perceived Value, Purchase Intention

Abstract

The games industry is rapidly developing both globally and in Indonesia which results in a big revenue, in which one of the most popular is PUBG Mobile. There are various sources of income for a game, one of them is through selling in-app features that is also being done by PUBG Mobile. The purpose of this research is to know the influence of PUBG Mobile addiction and perceived value, which consist of playfulness and good price, towards loyalty to PUBG Mobile and purchase intention of PUBG Mobile in-app features. This research is analyzed using multiple regression with SPSS, based on respondent data collected through questionnaires. This was done through a method of purposive sampling towards PUBG Mobile players, aged 16 and above, who live in Indonesia and have never bought in-app features of PUBG Mobile. There is a positive influence of addiction to PUBG Mobile towards loyalty and purchase intention of in-app features, playfulness towards loyalty, playfulness towards addiction to PUBG Mobile, good price towards purchase intention of in-app features, and loyalty to PUBG Mobile towards purchase intention of PUBG Mobile in-app features. However, there is no positive influence of good price of in-app features towards loyalty to PUBG Mobile and playfulness towards purchase intention of PUBG Mobile in-app features. This research suggests game developers to be responsible for the games they created, hire a public figure to promote the game and create a virtual survey for players to write their aspirations.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nabila Giovanna Widodo
AU  - Tengku Ezni Balqiah
PY  - 2020
DA  - 2020/12/23
TI  - The Effect of Addiction, Playfulness and Good Price on Purchase Intention of In-App Features
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 9
EP  - 14
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.002
DO  - 10.2991/aebmr.k.201222.002
ID  - Widodo2020
ER  -