Recently, a number of studies have drawn attention to purchasing online game items. Most of the studies are based on the assumption that consumers behave rationally. Accordingly, TRA- or value-based approaches have been mainly employed to understand the online purchases of game items. However, the p...
Recently, a number of studies have drawn attention to purchasing online game items. Most of the studies are based on the assumption that consumers behave rationally. Accordingly, TRA- or value-based approaches have been mainly employed to understand the online purchases of game items. However, the purchasing behavior of consumers involves not only making rational decisions, but also making irrational decisions. Hence, their purchase behavior is affected by propensities for conspicuous consumption, impulsive consumption, and habitual consumption. Playing games can be highly addictive, and players often display such addictive behaviors. Our study explored both the rational and irrational factors in purchase behavior to understand how they are associated with purchasing game items. A total of 366 pieces of data were collected from Korean online game users through a survey. Regression analyses of the collected data showed that the behavior of buying game items was influenced not only by the intention to purchase which is a rational factor in consumption, but also by such irrational factors as habit, impulse, and ostentation which should be further emphasized in future studies.
Recently, a number of studies have drawn attention to purchasing online game items. Most of the studies are based on the assumption that consumers behave rationally. Accordingly, TRA- or value-based approaches have been mainly employed to understand the online purchases of game items. However, the purchasing behavior of consumers involves not only making rational decisions, but also making irrational decisions. Hence, their purchase behavior is affected by propensities for conspicuous consumption, impulsive consumption, and habitual consumption. Playing games can be highly addictive, and players often display such addictive behaviors. Our study explored both the rational and irrational factors in purchase behavior to understand how they are associated with purchasing game items. A total of 366 pieces of data were collected from Korean online game users through a survey. Regression analyses of the collected data showed that the behavior of buying game items was influenced not only by the intention to purchase which is a rational factor in consumption, but also by such irrational factors as habit, impulse, and ostentation which should be further emphasized in future studies.
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문제 정의
For the practical implications, this study suggests that game companies should pay attention to irrational factors when developing sales strategies for game items. In light of the finding that the propensity for habitual consumption the highest effect on purchase behavior, web pages should be designed to facilitate users’ habitual purchases of game items.
Likewise, game item purchases occur not only under rational conditions with rational intentions, but also under irrational reasons. Therefore, this study explored both the rationality and irrationality of consumption behavior.
가설 설정
H1: The higher propensity for conspicuous consumption of game items will have a more positive effect on purchase behavior. Veblen maintains that the elements of conspicuous consumption are involved in buying goods [11].
H2: The greater propensity for impulsive consumption of game items will have a more positive effect on purchase behavior. Rook and other empirical studies have indicated that consumption can occur on impulse [28].
H3: The higher propensity for addictive consumption of game items will have a more positive effect on purchase behavior. Game users have a high propensity for game addiction and are willing to invest time and money [32].
H4: The higher propensity for habitual consumption of game items have a more positive effect on purchase behavior. Habitual buying behavior occurs frequently as a low-involvement offering [33-35].
H5: According to the UTAUT, the higher performance expectancy of game users for game items have a more positive effect on their purchase intention for the items.
H6: According to the UTAUT, the higher effort expectancy of game users for game items have a more positive effect on their purchase intention for the items.
H7: According to the UTAUT, the higher social influence of game users on game items have a more positive effect on their purchase intention for the items.
H8: According to the TRA, TAM and UTAUT, the higher purchase intention of game users towards game items have a more positive effect on their purchase behavior.
제안 방법
The survey discovered errors in some phrases which were then corrected for the present study. A new questionnaire survey was designed for use in this study and performed of League of Legends (LOL) users. Banners were used to promote the survey, and $1 game item vouchers were proposed as an incentive for the users to respond to the survey.
The initially defined two variables, addictive consumption and habitual consumption, were measured as one variable, as the concept of addiction was presumed to include the aspect of habitual consumption. As a result, in analyzing variables, this study incorporated the propensity for addictive consumption into the propensity for habitual consumption.
First of all, we conducted a regression analysis of purchase intentions to understand the rational purchase model. We used performance expectancy, effort expectancy, and social influence as independent variables and set the intention to purchase as a dependent variable.
The present study attempts to determine which factors are more important. Furthermore, this study attempts to understand how the irrational consumption is theoretically related to the purchase of game items and proposes guidelines for companies to develop strategies for selling game items.
In examining general factors affecting game item purchases, this study took into consideration both rational and irrational factors underlying the buying behavior.
In this study, the research model removed facilitating conditions for comparisons from the perspective of consumers’ buying behavior, instead of removing the environmental aspects of the game play.
Our study identified and examined both rational and irrational factors influencing the purchase of game items. Study findings showed that the rational factors in buying behavior such as performance expectancy and effort expectancy influenced the intention to purchase game items which in turn affects purchase behavior.
Each of the other seven variables is considered as a single construct respectively. The analyzed constructs included propensities for conspicuous consumption, impulsive consumption and habitual consumption, performance expectancy, effort expectancy, social influence, purchase intention and purchase behavior. The initially defined two variables, addictive consumption and habitual consumption, were measured as one variable, as the concept of addiction was presumed to include the aspect of habitual consumption.
For the purpose of this study, a pilot survey was conducted on Hoseo University students using 33 samples. The survey discovered errors in some phrases which were then corrected for the present study. A new questionnaire survey was designed for use in this study and performed of League of Legends (LOL) users.
This study proposes a research model that explores and explains consumers’ irrational purchase behaviors towards game items by taking into account the various propensities for consumption, as discussed above: conspicuous, impulsive, addictive, and habitual.
대상 데이터
For the purpose of this study, a pilot survey was conducted on Hoseo University students using 33 samples. The survey discovered errors in some phrases which were then corrected for the present study.
The survey was conducted during the period of August 13th to 25th, 2016, and a total of 409 questionnaires were retrieved. Out of them, 366 questionnaires were analyzed by excluding 25 questionnaires with incomplete data and 18 more due to doubtful responses.
데이터처리
The Pearson's correlation coefficient for each pair of variables showed a satisfactory level of discriminant validity, with a value of < 0.85 meeting Kline’s criterion.
이론/모형
Our results were very similar to those of Guo and Barnes’s [3] which also used UTAUT model.
성능/효과
Furthermore, the buying behavior was also affected by the factors of irrational behavior such as propensities for conspicuous consumption, impulsive consumption and habitual consumption. In explaining purchase intentions, the goodness-of-fit of the model for rational buying behavior was low with a level of 20%, whereas the results from the regression analysis assessing both rational and irrational factors exhibited a high level of explanatory power with a value of 70.4%. Therefore, the rational and irrational factors in purchase behavior should be taken into account together in analyses of game item purchases.
The analysis results showed that beta values of performance expectation, effort expectation, and social influence were positive whereas t-values of performance expectancy, and effort expectancy are 6.219 and 2.602. These were significant variable.
후속연구
As a result, their study suggests that irrational behavior could be involved in purchasing game items. In further studies, emphasis should be placed on irrational factors such as habit, flow and addiction rather than the rationality of decision making, in association with the use of game services.
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