When Free-games aren’t free: micro-transactions in mobile game

Jashim Khan and Annie Banikema ()
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Jashim Khan: UNIS - University of Surrey
Annie Banikema: UEVE - Université d'Évry-Val-d'Essonne, LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: Microtransactions a successful revenue model for game-driven applications. In this study, a conceptual model explaining gamers tendency to do microtransactions in mobile game. Thus, we examine the direct relationship between the flow-state player experience in the game on microtransactions by examining a) the mediating role of the flow state in the relationship between impulsiveness and microtransaction, and b) the mediating role of flow- state in relation between microtransaction and behavioural loyalty. A total of 207 participants from China participated in an online questionnaire using pre-validated scales. Nonprobability criterionbased purposive sampling technique utilised. Results revealed a negative relationship between flow state and microtransaction. Within this buying process, flow-state mediates the relationship between microtransaction and behavioural loyalty. This study offer empirical support to explain the role of player impulsive buying tendency and flow-state that influence microtransaction of in-game virtual tools.

Keywords: Flow-state; Micro-transaction; Impulsive behaviour (search for similar items in EconPapers)
Date: 2019-12-02
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Published in ANZMAC 2019 Conference (Australian & New Zealand Marketing Academy), Dec 2019, Wellington, New Zealand

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04232983

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