THE EFFECT OF MOTIVATION ON PURCHASING INTENTION OF ONLINE GAMES AND VIRTUAL ITEMS PROVIDED BY ONLINE GAME PROVIDER
Abstract: The development of
online games is so high that leads many companies to compose games. To increase
competitiveness, extra service is needed for the customers. Before givingservice,
online games provider has to know what factor that motivates player to buy
onlinegames and virtual items that are presented in order to increase
competitiveness. The researchis done by using case of online games perfect
world, where the area of respondents is Jakarta and the age ranges between 15
to 24. This research involves survey for 186 respondents in which 30
respondents are for pilot test while 156 are for actual test. The data
processing is used SEM which the measurement variables consist of effort
expectancy, performance expectancy, perceived value, enjoyment story, enjoyment
length, enjoyment graphic, enjoyment control, customization, purchase intention
and actual purchase behavior. The result of research shows that motivation
factor that has high effect to purchase intention is perceived value, enjoyment
story, enjoyment length, enjoyment control and customization. While, purchase
intention affects actual purchase behavior signifcantly.
Author: Sisca Stefany
Journal Code: jptinformatikagg140011
