The Factors of Why the People of Pakistan Do Not Purchase Paid Apps

Umar Farooq Gillani, Muhammad Ishfaq Khan, Manzar Waseem Ishaq, Kashif Aziz and Muhammad Nawas Akram
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Umar Farooq Gillani: Pir Mehr Ali Shah Arid Agriculture University, Pakistan
Muhammad Ishfaq Khan: Capital University of Science and Technology, Pakistan
Manzar Waseem Ishaq: COMSATS Islamabad, Pakistan
Kashif Aziz: National Textile Institute, Pakistan
Muhammad Nawas Akram: COMSATS Islamabad, Pakistan

International Journal of Online Marketing (IJOM), 2020, vol. 10, issue 2, 44-56

Abstract: Despite the huge growth potential that has been predicted for purchase intention toward paid apps and the mobile game market, little is known about what motivates game players to make such purchases. The purpose of this article is to build a research model based on the satisfaction literature and studies of value theory to identify the antecedents of paid app purchase intention in the context of mobile games. The proposed model was empirically tested and uses data from 310 players of different games groups. Multiple regression, Process Macro, and moderation regression were used to measure the research model. The results tell that satisfaction to the mobile game has a significant influence on a player's intention to make paid app purchase. The perceived values of the game have a direct influence on the satisfaction of all players but appear to have relatively moderation impact of price have significant negative impact on the purchase intentions of players. Specifically, our study revealed a high price decrease the purchase intention of a satisfied player.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:10:y:2020:i:2:p:44-56

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