Factors influencing intention to purchase virtual items in mobile games with e-payment

During the COVID-19 pandemic, the development of the game industry has increased significantly along with the growth of e-Payment. Now, with game publishers adding the option of using the e-Payment method of purchase, gamers can buy virtual items easier. Multiple factors affect the purchase of virtual items with e-Payment that this research will discuss. The proposed model of this research was developed by extending the factors in the theory of consumption values, combined with satisfaction and identification with the character on in-game virtual items purchase intent. This study was quantitative research, and the model was tested by SEM-PLS using SmartPLS 3.0 software to analyze the primary data obtained from the survey. The results of 303 valid respondents revealed that price utility, playfulness, aesthetics, social relationship support influenced the players’ intent to buy virtual items. In addition, the purchase intention of virtual items strongly supported the intention to pay with e-Payment. For future research in this field of study, it is suggested to consider particular game types or genres as moderating variables. Therefore, the results will focus on the effect of each factor on each game.