The Influence of Performance Expectation, Effort Expectation and Social Influence on Purchasing Intention and Behaviour of Use of Premium Currency in Freemium Online Mobile Games in Indonesia

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Ericska, Rizshad Abdillah (2020) The Influence of Performance Expectation, Effort Expectation and Social Influence on Purchasing Intention and Behaviour of Use of Premium Currency in Freemium Online Mobile Games in Indonesia. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

The growing mobile video game industry that uses the freemium business model in Indonesia has been contributed to Indonesian mobile game player are willing to spend money on premium in freemium online mobile game. From previous research that had been conducted had be done using the Unified Theory of Acceptance and Use of Technology theory was in a developing market, which is different to developing market such as Indonesia with higher sample size and more detail analysis technique. This research is conducted to examine the main factors that affect the Purchase Intention of premium freemium online mobile games in Indonesia, which have lack of study conducted for the growing industry in a growing market. The data that gathered are taken using survey to Indonesian mobile games players, where it can be identifying the reasons from some factors relating to UTAUT model such as Performance Expectancy, Effort Expectancy, and Social Influence. Which then it will be calculated and process using Structural Equation Model (SEM) Partial Least Square (PLS) by using tool such as SmartPLS version 3.2.7. Unlike previous studies, the result of Indonesian online mobile games players shows that the Performance Expectancy and Effort Expectancy have positive and significant effect towards Purchase Intention, while Social Influence have no significance. These findings can be used to improve the use of UTAUT model with the focus of purchasing premium freemium currency in online mobile games and video games publishers and developers could charter towards the Indonesian players by designing their business model towards Indonesian players needs while improving factors that effecting their Purchase Intention. Keyword: PLS-SEM, Purchase Intention, Unified Theory of Acceptance and Use of Technology, and Video Games

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HJ Public Finance
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 02 Feb 2021 07:31
Last Modified: 02 Feb 2021 08:44
URI: http://repository.ipmi.ac.id/id/eprint/1090

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