CONCEPTUAL MODEL FOR FACTORS THAT INFLUENCE PURCHASE INTENTION OF IN-GAME PURCHASE IN FREEMIUM MOBILE GAME

Abstract

The purpose of this research paper is to identify and model the factors that influence purchase intention in freemium mobile games. This study uses Unified theory of acceptance and use of technology 2 (UTAUT2) as its main focus and it is recontextualized to better fit the freemium game industry. An understanding for these factors in video game context will enable more future research to better understand player behaviour in freemium mobile game. This research also provides a brief study to papers related to virtual items and in-game purchase paper. The new model resulted from this study will hopefully provide more impetus to further discussion and research in mobile game industry. The limitation from this research is that it is only focused on mobile game with freemium business model with no specific genres. In the future, more specific approach can be conducted to gain more better insight for each types of mobile game.