Are Gamers Satisfied with Their Money Spent on Virtual Goods in Online Games? Understanding Gamers Satisfaction based on Perceived Values and Purchasing Motivation

Muhammad Zhafir Afif (), Prawira Fajarindra Belgiawan () and Muhamad Abdilah Ramdani ()
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Muhammad Zhafir Afif: School of Business and Management, Institut Teknologi Bandung, Indonesia
Prawira Fajarindra Belgiawan: School of Business and Management, Institut Teknologi Bandung, Indonesia
Muhamad Abdilah Ramdani: School of Business and Management, Institut Teknologi Bandung, Indonesia

Management and Economics Review, 2022, vol. 7, issue 2, 119-140

Abstract: One's purchase of Virtual goods that can only be used in the virtual world becomes an exciting thing to explore further. Someone willing to exchange money in the real world for virtual goods in online mobile games indicates the value that makes users feel satisfied from purchases made continuously. This study aims to determine the values of virtual goods perceived by gamers and assess their satisfaction with purchasing virtual goods. The results indicate that users who purchased virtual goods in online mobile games fall into utilitarianism and hedonism. Utilitarianism means being influenced by functional, emotional, and social values. Hedonism, henceforth, refers to being influenced by functional and emotional values. Meanwhile, satisfied owning virtual goods are only found with hedonic purchasing motivation. In addition, perceived ease of purchase does not affect the repurchase of virtual goods. This study provides users' perceptions of virtual goods and helps developers determine the aspects and attributes of virtual goods that need to be considered so that users can be satisfied with their purchasing virtual goods.

Keywords: online mobile games; virtual goods; perceived values; gamers' purchasing motivations; customer satisfaction (search for similar items in EconPapers)
JEL-codes: C12 C30 C83 D46 M30 (search for similar items in EconPapers)
Date: 2022
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