LIMANTO, JEREMY and Semuel, Hatane and Adiwijaya, Michael (2018) Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale. Petra International Journal of Business Studies, 1 (1). 45 - 56. 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 > HF Commerce |
| Divisions: | Graduate Program > Economic Management |
| Depositing User: | Admin |
| Date Deposited: | 23 Nov 2018 23:57 |
| Last Modified: | 28 May 2022 11:43 |
| URI: | https://repository.petra.ac.id/id/eprint/18062 |
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