I will buy virtual goods if I like them: a hybrid PLS-SEM-artificial neural network (ANN) analytical approach

Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming

“…Numerous studies highlight CVT as an influential theory in explaining consumer purchase behavior (Kim et al, 2011;M€ antym€ aki & Salo, 2015;Hsiao et al, 2020). Previous research has shown that epistemic and conditional values do not impact online game contexts (Kim et al, 2011;Mkedder & Zeynep, 2023;Hsiao et al, 2020). Building on the CVT Sheth et al (1991), we argue that, among the five consumption values, functional, emotional, and social values play significant roles in influencing players' intention to purchase virtual goods, both directly and indirectly through player satisfaction.…”

“…The purchase and use of virtual goods by online gamers significantly contribute to the annual income of game providers (Mkedder & Zeynep, 2023). Virtual goods such as stickers, tokens, currencies, and skins are regarded as virtual goods that are primarily used, sold, and purchased only in the virtual environment (Lehdonvirta, 2009).…”

“…Social value in virtual goods refers to the player's perceived utility of virtual goods based on how well virtual goods may make them feel and behave (Kim et al, 2011). When people consume virtual goods, they engage in social behavior that involves forming connections, expressing their identity, adhering to social norms, and conveying symbols (Hamari & Keronen, 2017;Mkedder & Zeynep, 2023). Prior studies have shown that social value exerts a significant influence on player satisfaction and purchase intention for virtual goods (Ashraf, Hou, & Ahmad, 2019;M€ antym€ aki & Salo, 2015).…”

“…Recently, the sale of virtual goods has become a standard business model for online game providers (Mkedder & Zeynep, 2023). They offer games for free (free-to-play) and generate income by selling virtual items (Ko & Park, 2020).…”

“…However, we need further research to understand how functional, emotional, and social values affect the players' purchase behavior in online games. In recent years, advancements in technology, such as artificial intelligence, and the internet of things (Chatterjee, Chaudhuri, Thrassou, & Vrontis, 2022) have enhanced the gaming experience and the value of virtual goods (Mkedder & Zeynep, 2023). In this rapidly evolving sector, player behaviors continually change (Bosman, 2020).…”