The Impact of Perceived Value on Consumer In-App Purchase Intention of Chinese Mobile Games Market

Xiao Hai (), Nusanee Meekaewkunchorn () and Chaiyawit Muangmee ()
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Xiao Hai: Bansomdejchaopraya Rajabhat University
Nusanee Meekaewkunchorn: Bansomdejchaopraya Rajabhat University
Chaiyawit Muangmee: Bansomdejchaopraya Rajabhat University

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 674-680 from Springer

Abstract: Abstract With the rapid expansion of Internet users and the continuous growth of China's mobile game user base, it is very important for developers and industry stakeholders to better understand the factors affecting in app purchases. This study uses the PERVAL model to explore consumer attitudes towards emotional, quality, social, and price values, as well as their impact on in app purchase intention. This study was based on a questionnaire survey and collected responses from 403 Chinese mobile game players. The research results indicate that perceived credibility, playability, social interaction, and pricing significantly affect consumers’ in app purchase intention. It is worth noting that games with more attractive social and reasonably priced experiences are more likely to drive in app purchases.

Keywords: Chinese mobile games market; perceived value; consumer in-app purchase intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-459-4_76

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