Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

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The Impact of Perceived Value on Consumer In-App Purchase Intention of Chinese Mobile Games Market

Authors
Xiao Hai1, *, Nusanee Meekaewkunchorn1, Chaiyawit Muangmee1
1Bansomdejchaopraya Rajabhat University, Bangkok, Thailand
*Corresponding author. Email: haixiao@zzcsjr.edu.cn
Corresponding Author
Xiao Hai
Available Online 23 July 2024.
DOI
10.2991/978-94-6463-459-4_76How to use a DOI?
Keywords
Chinese mobile games market; perceived value; consumer in-app purchase intention
Abstract

With the rapid expansion of Internet users and the continuous growth of China's mobile game user base, it is very important for developers and industry stakeholders to better understand the factors affecting in app purchases.

This study uses the PERVAL model to explore consumer attitudes towards emotional, quality, social, and price values, as well as their impact on in app purchase intention. This study was based on a questionnaire survey and collected responses from 403 Chinese mobile game players.

The research results indicate that perceived credibility, playability, social interaction, and pricing significantly affect consumers’ in app purchase intention. It is worth noting that games with more attractive social and reasonably priced experiences are more likely to drive in app purchases.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
23 July 2024
ISBN
978-94-6463-459-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-459-4_76How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiao Hai
AU  - Nusanee Meekaewkunchorn
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/07/23
TI  - The Impact of Perceived Value on Consumer In-App Purchase Intention of Chinese Mobile Games Market
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 674
EP  - 680
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_76
DO  - 10.2991/978-94-6463-459-4_76
ID  - Hai2024
ER  -