Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming

• Autorzy: Nadjim Mkedder , Mahmut Bakır , Yaser Aldhabyani , Fatma Zeynep Ozata

Abstrakty

EN

Purpose – Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players. Design/methodology/approach – In total, we surveyed 332 online game players utilizing a structured questionnaire. We employed a multi-analytic approach combining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships. Findings – The findings show that all dimensions of value and player satisfaction significantly affect the intention to acquire virtual goods. However, social value does not exert a significant effect on player satisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functional value, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in the model are necessary conditions of purchase intention for virtual goods. Originality/value – These findings contribute to an enhanced understanding of purchase intentions among online game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

Słowa kluczowe

EN

Virtual goods; PLS-SEM; Necessary condition analysis; Purchase intention

• Wydawca: Akademia Leona Koźmińskiego
• Czasopismo: Central European Management Journal
• Rocznik: 2024
• Tom: 32
• Numer: 3
• Strony: 368-391

Daty

wydano

2024

Twórcy

autor

Nadjim Mkedder

• Abou Bekr Belkaid University

autor

Mahmut Bakır

• Samsun University

autor

Yaser Aldhabyani

• Vrije Universiteit

autor

Fatma Zeynep Ozata

• Anadolu University

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Identyfikatory

DOI

10.1108/CEMJ-09-2023-0350

Biblioteka Nauki

55992944