Determinants of game-products repurchasing behaviour in virtual comunity: The role achievement as moderation variable

Dhani Mifthakhul Zein, Astrid Puspaningrum and Ainur Rofiq
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Dhani Mifthakhul Zein: Department Management, Faculty of Economics and Business, University of Brawijaya, Hasyim Asy’ari street, 64119, Kediri, Indonesia
Astrid Puspaningrum: Professor, Faculty of Economics and Business, University of Brawijaya, Dirgantara V street, 65138, Malang, Indonesia
Ainur Rofiq: Ph.D., Faculty of Economics and Business, University of Brawijaya, Bukit Cemara Tidar Residental, 65149, Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 2, 15-22

Abstract: The gaming industry is rapidly evolving, as indicated by the increased market sales of virtual products. Genshin Impact has risen to prominence after receiving the best mobile game 2021 prize at a game awards event. In addition, Genshin Impact will be ranked third in the world mobile game revenue list in 2021. The existence of a community that supports the development of a game is the most important component that contributes to its success. This study aims to examine the effect of virtual communities on online repurchase intention with customer engagement as a mediating variable and achievement as a moderating variable. Respondents in this study were members of the Genshin Impact Indonesia community who had purchased virtual products more than once. This study collected 180 samples which were distributed through various social media platforms such as Facebook. The data in this study were analyzed using SEM-PLS through the SmartPLS. The results of this study indicate that all hypotheses are accepted except for the role of consumer engagement in mediating the effect of virtual communities on online repurchase intention. The community plays a role in providing means of interaction among members and giving information about the game. The results of this study suggest that game developers provide rewards to the community to encourage interest in playing and purchasing in-game items. Key Words:Virtual Communities, Online Games, Customer Engagement, Achievement, Repurchase Intention

Date: 2023
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