Despite the increases in number of users, duration of playing, and revenue of
mobile games, the decreases in revenue in certain years emphasize the importance of
investigating in-app purchase of mobile games. This study aims to understand the
determinants of in-app purchase intention in HAGO games. The questionnaires of this
study was distributed using nonprobability sampling method, specifically snowball
sampling method (distributed online and offline). Total of valid responses collected
were 205 responses.
The results show that social value and emotional value had significant
influences on satisfaction. Price value and social value also had significant influences
on in-app purchase intention. Therefore, mobile social networking games (M-SNGs)
companies should focus on increasing social value by providing more benefits and
increasing emotional value by fulfilling the players emotional wants. Moreover,
confirmation was found to significantly influenced both perceived values and
satisfaction. M-SNGs companies should concentrate on the imporance of the
correspondence among the actual experience and the expectation of the users towards
the M-SNGs.
On the other side, functional value and price value did not have significant
influence on satisfaction. For these reasons, M-SNGs companies should focus more on
increasing the quality and design of the M-SNGs and make the price of the virtual
goods become more reasonable, economical, and offer value for money. In addition,
functional value, emotional value, and satisfaction did not have significant influences
on in-app purchase intention. Thus, M-SNGs companies should put more attention on
the quality and design and also the pleasure and enjoyment of of the M-SNGs. The MSNGs
companies should also concentrate on the experiences of the players