Citation

Chan, Tak Jie and Lim, Bei Ern and Si, Chong En and Lacap, Jean Paolo G. and Saleem, Muhammad Shoaib and Awan, Maheen Iqbal (2026) The Influence of Perceived Values on In-Game Virtual Item Purchase Intentions Among Mobile Gamers: A Predictive Perspective. PaperASIA, 42 (2b). ISSN 0218-4540

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Abstract

The gaming industry has been rapidly expanding due to the increase in smart gadgets and technological development. This study investigates the relationship between perceived value dimensions (functional, emotional, social, monetary, and quality values) and mobile gamers’ intentions to purchase in-game virtual items, underpinned by Consumption Value Theory. The data were collected using a structured questionnaire via purposive sampling, and a total of 331 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results revealed that emotional value, social value, monetary value, and quality value significantly influenced purchase intentions, with monetary value emerging as the strongest predictor. However, functional value did not have a significant influence on purchase intentions. In conclusion, this study contributes to a better understanding of value-based motivations in digital consumer behavior and highlights the need for mobile game developers to enhance emotional, monetary, and social engagement to drive in-game sales for the industry's survival.

Item Type:	Article
Uncontrolled Keywords:	Purchase intention, Consumer behaviour
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) Faculty of Applied Communication (FAC)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	05 Jun 2026 04:15
Last Modified:	05 Jun 2026 04:15
URII:	http://shdl.mmu.edu.my/id/eprint/16009

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