Rational or Irrational Decision? Examination on Gamers' Intention to Purchase Probability-Type Items

摘要

Expanding the theory of planned behavior (TPB) model with non-volitional factors, this study investigated determinants of purchase intention (PI) for probability-type items (PTI) in a popular mobile game. An online survey was conducted with 534 players of Summoners War. The overall results show that the PI of PTI is associated with both rational and impulsive factors. Specifically, the results of hierarchical regression analysis demonstrate that along with two TPB elements (attitude and perceived control), individual factors of self-control and general stress, as well as game-related factors of advancement, competition, purchase frequency and spending amount were all significant predictors of PTI PI. These non-volitional factors account for additional 18% of variance out of 48% total variance (R-2 = .48) in PI.RESEARCH HIGHLIGHTSThe TPB components (attitudes toward PTI purchase (ATT), subjective norm and perceived behavioral control (PBC)) in Block 1 were significantly associated with players' intention for probability-type items (PTI) purchases, accounting for 29% of the total variation in intention for PTI purchases.Adding self-control and general stress in Block 2 accounted for 31% of the total variation in intention, and this 2% increase in R-2 was significant.Introducing all the game-related predictors in Block 3 accounted for 48% of the total variation in PTI purchase intention. In the final model, purchase frequency showed the highest standardized regression coefficient, followed by ATT, PBC, competition, average spending amount, perceived stress, self-control and advancement.