Abstract
Expanding the theory of planned behavior (TPB) model with non-volitional factors, this study investigated determinants of purchase intention (PI) for probability-type items (PTI) in a popular mobile game. An online survey was conducted with 534 players of Summoners War. The overall results show that the PI of PTI is associated with both rational and impulsive factors. Specifically, the results of hierarchical regression analysis demonstrate that along with two TPB elements (attitude and perceived control), individual factors of self-control and general stress, as well as game-related factors of advancement, competition, purchase frequency and spending amount were all significant predictors of PTI PI. These non-volitional factors account for additional 18% of variance out of 48% total variance (R2 =. 48) in PI.
| Original language | English |
|---|---|
| Pages (from-to) | 603-615 |
| Number of pages | 13 |
| Journal | Interacting with Computers |
| Volume | 31 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 23 Apr 2020 |
Bibliographical note
Publisher Copyright:© 2019 The Author(s) 2019. Published by Oxford University Press on behalf of The British Computer Society. All rights reserved. For Permissions, please email: [email protected].
Keywords
- Impulsive buying
- Play motivations
- Probability-type items
- Theory of planned behavior
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