Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming
Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming

Summary/Abstract: Purpose– Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits ofvirtual goods in generating revenue for online game companies, marketers strive to understand the motivesbehind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, andsocial values through player satisfaction on purchase intention toward virtual goods among online players.Design/methodology/approach– In total, we surveyed 332 online game players utilizing a structuredquestionnaire. We employed a multi-analytic approach combining partial least squares structural equationmodeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships.Findings– The findings show that all dimensions of value and player satisfaction significantly affect theintention to acquire virtual goods. However, social value does not exert a significant effect on playersatisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functionalvalue, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in themodel are necessary conditions of purchase intention for virtual goods.Originality/value– These findings contribute to an enhanced understanding of purchase intentions amongonline game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

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