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Are Gamers Satisfied with Their Money Spent on Virtual Goods in Online Games? Understanding Gamers Satisfaction based on Perceived Values and Purchasing Motivation

Author

Listed:
  • Muhammad Zhafir AFIF

    (School of Business and Management, Institut Teknologi Bandung, Indonesia)

  • Prawira Fajarindra BELGIAWAN

    (School of Business and Management, Institut Teknologi Bandung, Indonesia)

  • Muhamad Abdilah RAMDANI

    (School of Business and Management, Institut Teknologi Bandung, Indonesia)

Abstract

One's purchase of Virtual goods that can only be used in the virtual world becomes an exciting thing to explore further. Someone willing to exchange money in the real world for virtual goods in online mobile games indicates the value that makes users feel satisfied from purchases made continuously. This study aims to determine the values of virtual goods perceived by gamers and assess their satisfaction with purchasing virtual goods. The results indicate that users who purchased virtual goods in online mobile games fall into utilitarianism and hedonism. Utilitarianism means being influenced by functional, emotional, and social values. Hedonism, henceforth, refers to being influenced by functional and emotional values. Meanwhile, satisfied owning virtual goods are only found with hedonic purchasing motivation. In addition, perceived ease of purchase does not affect the repurchase of virtual goods. This study provides users' perceptions of virtual goods and helps developers determine the aspects and attributes of virtual goods that need to be considered so that users can be satisfied with their purchasing virtual goods.

Suggested Citation

  • Muhammad Zhafir AFIF & Prawira Fajarindra BELGIAWAN & Muhamad Abdilah RAMDANI, 2022. "Are Gamers Satisfied with Their Money Spent on Virtual Goods in Online Games? Understanding Gamers Satisfaction based on Perceived Values and Purchasing Motivation," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 7(2), pages 119-140, June.
    • Handle: RePEc:rom:merase:v:7:y:2022:i:2:p:119-140
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    References listed on IDEAS

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    1. Urvashi Tandon & Ravi Kiran & Ash Sah, 2017. "Analyzing customer satisfaction: users perspective towards online shopping," Nankai Business Review International, Emerald Group Publishing Limited, vol. 8(3), pages 266-288, August.
    2. Akram, Umair & Junaid, Muhammad & Zafar, Abaid Ullah & Li, Zhiwen & Fan, Mingyue, 2021. "Online purchase intention in Chinese social commerce platforms: Being emotional or rational?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    online mobile games; virtual goods; perceived values; gamers' purchasing motivations; customer satisfaction;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C30 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D46 - Microeconomics - - Market Structure, Pricing, and Design - - - Value Theory
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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