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THE EFFECT OF PERCEIVED VALUE AND MOBILE GAME LOYALTY ON IN-APP PURCHASE INTENTION IN MOBILE GAME IN INDONESIA (CASE STUDY: MOBILE LEGEND AND LOVE NIKKI)

ASEAN Marketing Journal

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Title THE EFFECT OF PERCEIVED VALUE AND MOBILE GAME LOYALTY ON IN-APP PURCHASE INTENTION IN MOBILE GAME IN INDONESIA (CASE STUDY: MOBILE LEGEND AND LOVE NIKKI)
 
Creator Luh Dyah Purnami; Department of Management, Universitas Indonesia
Anna Amalyah Agus; Department of Management, Universitas Indonesia
 
Subject Perceived value, game loyalty, in-app purchase intention, mobile game, freemium game
 
Description Manuscript type: Empirical ResearchResearch Aims: Investigate the effect of perceived value and mobile game loyalty on in-app purchase intention using case study male dominated game and female dominated gameDesign/methodology/approach: Conslusive descriptive research using Structural Equation Modelling Two-way approachResearch Findings: It is found that on male dominated game and female dominated game economic value, social value, and game loyalty significantly influence in-app purchase intention. While on male dominated game loyalty is influenced by emotional values, social values and economic values. On the other hand, loyalty in female dominated game is influenced by emotional value, quality value, social value, and economicTheoretical Contribution/Originality: Provide insight regarding value that drive in-app purchase intention on freemium game in gender domination contextPractitioner/Policy Implication: Provide insight to improve freemium game and contribute to give understanding on consumer behaviour primary in gaming contextResearch limitation/Implications: limited to particular game type (mobile game) and does not involved perceived risk in research framework 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2020-07-04
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/12887
 
Source ASEAN Marketing Journal; Vol 12, No 1 (2020): June 2020; 9-19
 
Language en
 
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