LIMANTO, JEREMY and Semuel, Hatane and Adiwijaya, Michael (2018) Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale. International Journal of Business Studies (Petra IJBS), Vol.1 (No. 1). pp. 45-56. ISSN e-ISSN 2621-6426
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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.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | virtual goods, purchase intention, C2C interaction, consumer engagement, brand image, mobile game |
| Subjects: | H Social Sciences |
| Divisions: | Graduate Program > Economic Management |
| Depositing User: | Admin |
| Date Deposited: | 09 Nov 2018 16:57 |
| Last Modified: | 16 Jul 2019 05:57 |
| URI: | https://repository.petra.ac.id/id/eprint/18005 |
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