Analysis of factors that affect purchase intention on mobile Games as a Service (GaaS)
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Published:
Aug 30, 2023
Keywords:
Cloud Computing , Games as a Service, Mobile Games , Purchase Intention , Partial Least Square
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Informtion System
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Abstract
Games as a Service (GaaS), also known as live service games, which is a type of cloud computing that is becoming increasingly popular in mobile marketplaces. The research investigates how factors such as Accessibility, Perceived Value, Perceived Credibility, and Intent to Use may influence Purchase Intention in GaaS within the mobile games market, where in-app purchases are rising to generate revenue, and how consumer behaviors correspond to practice and correlates with purchase intention, the urgency to investigate the factors stem from declining revenue for company and lack of customer engagement hence resulting in reduced customer retention and interest. The study's findings indicate that while value, perceived credibility, and accessibility all favorably influence intent to use, intent to use also positively influences intent to buy which helps in quantifying behavioral traits in a a statistical manner and helps understand emotional and other motivators based on the psychological and environmental influence on the customer.
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How to Cite
Theodora, T. F. I. and Napitupulu, T. A. (2023) “Analysis of factors that affect purchase intention on mobile Games as a Service (GaaS)”, Jurnal Mantik, 7(2), pp. 546-556. doi: 10.35335/mantik.v7i2.3840.
References
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Dubois, L. E., & Weststar, J. (2021). Games-as-a-service: Conflicted identities on the new front-line of video game development. New Media and Society. https://doi.org/10.1177/1461444821995815
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
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Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4
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Naab, T. K., Heinbach, D., Ziegele, M., & Grasberger, M. T. (2020). Comments and Credibility: How Critical User Comments Decrease Perceived News Article Credibility. Journalism Studies, 21(6), 783–801. https://doi.org/10.1080/1461670X.2020.1724181
Nikou, S. A., & Economides, A. A. (2017). Mobile-based assessment: Investigating the factors that influence behavioral intention to use. Computers and Education, 109, 56–73. https://doi.org/10.1016/j.compedu.2017.02.005
Oyibo, K., Adaji, I., Orji, R., & Vassileva, J. (2018). What drives the perceived credibility of mobile websites: classical or expressive aesthetics? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10902 LNCS, 576–594. https://doi.org/10.1007/978-3-319-91244-8_45
Purwanto, A., & Sudargini, Y. (2014). Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis for Social and Management Research?: A Literature Review. Journal of Industrial Engineering & Management Research, 2(4), 114–123. https://doi.org/10.7777/jiemar.v2i4.168
Ravoniarison, A., & Benito, C. (2019). Mobile games: players’ experiences with in-app purchases. Journal of Research in Interactive Marketing, 13(1), 62–78. https://doi.org/10.1108/JRIM-06-2016-0060
Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal, 18(2), 74–80. https://doi.org/10.1016/j.ausmj.2010.02.002
SensorTower. (2022, August). Most Mobile Game Genres See Revenue Declines in the U.S. During H1 2022 as Industry Headwinds Bite. SensorTower. https://sensortower.com/blog/u-s-mobile-game-genres-analysis-h1-2022
Vegni, N., Melchiori, F. M., D’Ardia, C., Prestano, C., Canu, M., Piergiovanni, G., & Di Filippo, G. (2019). Gambling behavior and risk factors in preadolescent students: A cross sectional study. Frontiers in Psychology, 10(JUN). https://doi.org/10.3389/fpsyg.2019.01287
Von Der Heiden, J. M., Braun, B., Müller, K. W., & Egloff, B. (2019). The association between video gaming and psychological functioning. Frontiers in Psychology, 10(JULY). https://doi.org/10.3389/fpsyg.2019.01731
Wills, J. (2002). Digital Dinosaurs and Artificial Life: Exploring the Culture of Nature in Computer and Video Games. Cultural Values, 6(4), 395–417. https://doi.org/10.1080/1362517022000047334
Yu, N., & Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126. https://doi.org/10.1016/j.chb.2021.106991
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border E-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320–330. https://doi.org/10.1016/j.jretconser.2019.07.004
Atmoko, B., & Ellyawati, J. (2021, April 26). DETERMINANT OF IN-APP MOBILE GAME PURCHASE INTENTION: AN EMPIRICAL STUDY OF INDONESIAN MOBILE GAMER. Proceedings of the First International Conference of Economics, Business & Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia. https://doi.org/10.4108/eai.1-10-2020.2304925
Balakrishnan, J., & Griffiths, M. D. (2018). Loyalty towards online games, gaming addiction, and purchase intention towards online mobile in-game features. Computers in Human Behavior, 87, 238–246. https://doi.org/10.1016/j.chb.2018.06.002
Bartlett, J. E., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational Research: Determining Organizational Research: Determining Appropriate Sample Size in Survey Research Appropriate Sample Size in Survey Research. In Information Technology, Learning, and Performance Journal (Vol. 19, Issue 1).
Browne, R. (2023, January 11). Global spending on mobile games falls 5% as high innation causes market to cool. CNBC.
Cepeda-Carrion, G., Cegarra-Navarro, J. G., & Cillo, V. (2019). Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management. In Journal of Knowledge Management (Vol. 23, Issue 1, pp. 67–89). Emerald Group Holdings Ltd. https://doi.org/10.1108/JKM-05-2018-0322
Coursaris, C. K., Osch, W. Van, & Sese, F. (n.d.). Association for Information Systems AIS Electronic Library (AISeL) Exploring the Empirical Link Between Game Features, Player Motivation, and Game Behavior. http://aisel.aisnet.org/mcis2016/53
Coursaris, C. K., Osch, W. Van, & Sese, F. (2016). Association for Information Systems AIS Electronic Library (AISeL) Exploring the Empirical Link Between Game Features, Player Motivation, and Game Behavior. MCIS 2016 PROCEEDINGS, 1–9. http://aisel.aisnet.org/mcis2016/53
Cramer, T. (2023, January 16). Mobile Gaming Revenue is Declining, Here’s How to Fight Back. Mobile Growth Association.
Dubois, L. E., & Weststar, J. (2021). Games-as-a-service: Conflicted identities on the new front-line of video game development. New Media and Society. https://doi.org/10.1177/1461444821995815
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
Franque, F. B., Oliveira, T., Tam, C., & Santini, F. de O. (2021). A meta-analysis of the quantitative studies in continuance intention to use an information system. In Internet Research (Vol. 31, Issue 1, pp. 123–158). Emerald Group Holdings Ltd. https://doi.org/10.1108/INTR-03-2019-0103
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4
Helland, I. S. (1988). On the structure of partial least squares regression. Communications in Statistics - Simulation and Computation, 17(2), 581–607. https://doi.org/10.1080/03610918808812681
Helland, I. S. (2001). Some theoretical aspects of partial least squares regression q. In Chemometrics and Intelligent Laboratory Systems (Vol. 58). www.elsevier.comrlocaterchemometrics
Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001
Jang, M., Lee, R., & Yoo, B. (2021). Does fun or freebie increase in-app purchase?: Analyzing effects of enjoyment and item experience intention to purchase mobile game contents. Information Systems and E-Business Management, 19(2), 439–457. https://doi.org/10.1007/s10257-019-00420-z
Kazancoglu, I., & Aydin, H. (2018). An investigation of consumers’ purchase intentions towards omni-channel shopping: A qualitative exploratory study. International Journal of Retail and Distribution Management, 46(10), 959–976. https://doi.org/10.1108/IJRDM-04-2018-0074
Kerr, A. (2017). Global Games. Routledge. https://doi.org/10.4324/9780203704028
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101975
Naab, T. K., Heinbach, D., Ziegele, M., & Grasberger, M. T. (2020). Comments and Credibility: How Critical User Comments Decrease Perceived News Article Credibility. Journalism Studies, 21(6), 783–801. https://doi.org/10.1080/1461670X.2020.1724181
Nikou, S. A., & Economides, A. A. (2017). Mobile-based assessment: Investigating the factors that influence behavioral intention to use. Computers and Education, 109, 56–73. https://doi.org/10.1016/j.compedu.2017.02.005
Oyibo, K., Adaji, I., Orji, R., & Vassileva, J. (2018). What drives the perceived credibility of mobile websites: classical or expressive aesthetics? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10902 LNCS, 576–594. https://doi.org/10.1007/978-3-319-91244-8_45
Purwanto, A., & Sudargini, Y. (2014). Partial Least Squares Structural Squation Modeling (PLS-SEM) Analysis for Social and Management Research?: A Literature Review. Journal of Industrial Engineering & Management Research, 2(4), 114–123. https://doi.org/10.7777/jiemar.v2i4.168
Ravoniarison, A., & Benito, C. (2019). Mobile games: players’ experiences with in-app purchases. Journal of Research in Interactive Marketing, 13(1), 62–78. https://doi.org/10.1108/JRIM-06-2016-0060
Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal, 18(2), 74–80. https://doi.org/10.1016/j.ausmj.2010.02.002
SensorTower. (2022, August). Most Mobile Game Genres See Revenue Declines in the U.S. During H1 2022 as Industry Headwinds Bite. SensorTower. https://sensortower.com/blog/u-s-mobile-game-genres-analysis-h1-2022
Vegni, N., Melchiori, F. M., D’Ardia, C., Prestano, C., Canu, M., Piergiovanni, G., & Di Filippo, G. (2019). Gambling behavior and risk factors in preadolescent students: A cross sectional study. Frontiers in Psychology, 10(JUN). https://doi.org/10.3389/fpsyg.2019.01287
Von Der Heiden, J. M., Braun, B., Müller, K. W., & Egloff, B. (2019). The association between video gaming and psychological functioning. Frontiers in Psychology, 10(JULY). https://doi.org/10.3389/fpsyg.2019.01731
Wills, J. (2002). Digital Dinosaurs and Artificial Life: Exploring the Culture of Nature in Computer and Video Games. Cultural Values, 6(4), 395–417. https://doi.org/10.1080/1362517022000047334
Yu, N., & Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behavior, 126. https://doi.org/10.1016/j.chb.2021.106991
Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management, 72(4), 463–488. https://doi.org/10.1108/AJIM-11-2019-0308
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border E-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320–330. https://doi.org/10.1016/j.jretconser.2019.07.004
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