Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming
Nadjim Mkedder,
Mahmut Bakır,
Yaser Aldhabyani
et al.
Abstract:PurposeVirtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players.Design/methodology/approachIn total, we surveyed 332 online game players utilizing a structu… Show more
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