What Drives Online Gaming Addiction? Loyalty Check and In-App Purchase Intention

Abstract

Mobile gaming is known as a high and competitive growing industry of business. There have been lots of game released every day in the last two years. This study examines the relationship between online game addiction (withdrawal, mood modification, relapse) on loyalty and purchase intention in online game applications. The proposed model is empirically evaluated using LimeSurvey on 262 PUBG Mobile online game users. The analysis used partial least square-structural equation modelling (PLS-SEM). The results revealed that (withdrawal, mood modification, relapse) gives such significant and positive relationship toward purchase intention in online game applications. The relationship between mood modification and relapse positively and significantly affects online game loyalty. Withdrawal and loyalty have no significant positive relationship.