| Abstract [eng] |
The main purpose of this master thesis is to determine how the perceived functional, personal and social value factors of an online game and other interpersonal and social factors affect the intention to buy in-game items. The Master thesis consists of the literature analysis, research methodology, empirical research and the results of the study, and conclusions and recommendations. The literature analysis was conducted based on the prospective research method and consists of six topics: types of online games and their differences; types of virtual in-game items and their value for a player; online gamers typology in free-to-play online games; theoretical models for behavioural analysis, interpersonal and social factors on the intention to purchase in-game items; perceived value factors on the intention to purchase in-game items. Based on the theoretical findings, the author carried out the research on how the intention to buy in-game items is affected by the perceived value factors of an online game and other interpersonal and social factors. Survey with close-end questions was used to collect the data. In total, 383 responses of gamers were analysed during the research. The results of the research were analysed using SPSS programme. To confirm the developed hypotheses, the multiple regression, linear regression and moderation analyses were conducted. In total, 11 out of 18 hypotheses were confirmed. Contrary to the theoretical findings, the research did not confirm that enjoyment value, perceived quality value, perceived usefulness, social relationship support and affective engagement with the game has an impact on the purchase intention. On the other hand, it was proved that perceived ease of use, monetary value, social self-image expression, social influence and gaming habits have an impact on players willingness to purchase in-game items. Moreover, it was concluded that enjoyment value of in-game items has a direct impact on the gamers affective engagement with the game, however, unlike expected, affective engagement does not moderate the relationship between enjoyment value and purchase intention. Although, perceived quality value of the game does not directly impact purchase intention of in-game items, it was found that perceived quality value positively impacts the perceived ease of use and perceived usefulness of in-game items. The connection between two factors of TAM model – perceived ease of use and perceived usefulness was confirmed proving that players find in-game items more useful if they are easy to use. In addition, based on the research findings, it can be concluded that social self-image is impacted by the social relationship support and social influence. Lastly, gaming habits were not proved to have an impact on overall enjoyment value of in-game items. |
