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This study examines the link between mobile game addiction and in-app purchase intention in PUBg Mobile, with a focus on the moderating role of loyalty, negative electronic word-of-mouth, and perceived risk. Conducted with 347 PUBg mobile players in Indonesia, the research utilized Partial Least Squares-Structural Equation Modeling. Results show that game addiction influences loyalty, negative word-of-mouth, perceived risk, and in-app purchase intention. Additionally, loyalty, negative word-of-mouth, and perceived risk impact in-app purchase intentions in online games. The study highlights the mediating role of perceived risk and enriches understanding of purchase intention factors, particularly in the Indonesian gaming context.
Technological advancements have rapidly altered our daily routines and habits, with innovation becoming a preferred form of entertainment for many. Social media, streaming platforms like Maxstream and Netflix, and online mobile games have transformed how we socialize and consume content. Recognizing the importance of online gaming, especially in markets like Indonesia, where significant potential exists, managers are strategizing to capitalize on this trend. Despite free-to-play models, in-app purchases remain the primary revenue source in online gaming, necessitating strategies to enhance player engagement. Mobile gaming, particularly in Asia, including Indonesia, has seen substantial growth, with PUBg Mobile emerging as a dominant force, generating significant revenue and attracting a massive user base. In-app purchases play a crucial role in evaluating a game’s success and are influenced by various factors such as value, user experience, motivation, and perceived risk. Loyalty, negative e-WOM, and perceived risk mediate the relationship between addiction and in-app purchases, impacting purchasing behavior. Understanding these dynamics is vital for both academic research and marketing professionals aiming to improve in-app purchasing behavior.
Previous studies have extensively examined online game addiction, identifying seven core components: sense of importance, tolerance, mood modification, withdrawal, relapse, conflict, and problems. This addiction leads to uncontrollable behavior and adverse effects, creating a conflict between personal goals and conduct. Attempts to reduce gaming time often fail due to lack of control. Psychological aspects of mobile games, particularly addiction in terms of loyalty and in-app purchases, have been explored. Research indicates a significant relationship between game addiction and loyalty, with addiction increasing as players become more attached and spend money on game features. Loyalty is considered an addictive behavior intertwined with addiction. Peer attachment and social seeking also play roles in addiction. Loyalty positively influences in-app purchase intention, as addictive behavior drives players to spend on game-related products. Negative electronic word of mouth (e-WOM) resulting from addiction affects purchase intentions negatively, highlighting the importance of addressing addiction in preventing negative e-WOM. Perceived risk associated with addiction affects purchase intentions, with high perceived risk discouraging excessive gaming and in-game purchases. Addiction positively correlates with purchase intention, indicating that addiction increases the likelihood of spending on in-app purchases. Overall, understanding addiction and its effects on loyalty, negative e-WOM, perceived risk, and purchase intentions is crucial in addressing the consequences of online gaming addiction.
This study investigates the effects of game addiction, loyalty, negative e-WOM, and perceived risk on in-app purchase intention in online games. It finds a significant positive correlation between mobile game addiction and purchase intentions, emphasizing the importance of addiction in driving in-app purchases, particularly in games like PUBG. Additionally, game addiction positively impacts game loyalty, indicating that the more addicted players are, the more loyal they become. Negative e-WOM is also influenced by game addiction, leading to toxic behaviors among addicted players and potentially affecting others’ perceptions of the game.
Moreover, the study reveals a link between mobile game addiction and perceived risk, suggesting that excessive gaming can increase users’ perception of risks associated with online games. This highlights the need for developers to consider players’ well-being and ethical game design practices. Furthermore, the study emphasizes the indirect effects of online game addiction on loyalty, negative e-WOM, and perceived risk, mediated by factors such as loyalty and perceived risk.
Overall, the research underscores the importance for game developers to address addictive behaviors, potentially through features that promote moderation and remind players of the primary purpose of gaming. Additionally, increasing the attractiveness of in-game purchases could influence players’ purchase intentions. These findings contribute to current research trends in understanding online gaming addiction and its impact on purchase behavior within gaming applications.
In recent years, the mobile gaming industry has seen rapid growth, posing a significant challenge in curbing gaming addiction. This study focuses on PUBg mobile players in Indonesia, finding that addiction increases player loyalty, which in turn influences in-app purchase intentions. Moreover, addiction negatively impacts electronic word-of-mouth (e-WOM), which affects purchase decisions. Perceived risk, influenced by addiction, also affects purchase intentions. The study highlights the interconnection between addiction, loyalty, e-WOM, and perceived risk in shaping purchase behavior.
Understanding these factors is vital for game developers to ensure sustainability and user safety. Marketers can mitigate risks and promote responsible gaming through targeted strategies. However, exploiting addiction for profit raises ethical concerns. Preventing addiction requires player awareness and self-control. Future research should explore individual gaming behaviors and consider factors like game design, device types, and social experiences.
Source:
Ronaldo Yolanda Putra, Rakotoarisoa Maminiaina Heritiana Sedera & Rakotoarisoa Maminirina Fenitra (2024) Investigating the influence of mobile game addiction on in-app purchase intention in PUBG mobile: the mediating roles of loyalty, negative e-WOM and perceived risk, Cogent Business & Management, 11:1, DOI: 10.1080/23311975.2024.2328317