Online ISSN: 2515-8260

Keywords : In-Games Purchase

Theory Of Planned Behaviour – Assessing The Factors That Influence The Intention To Perform An In-Games Purchase By The Tertiary Learners In Johor

Krishnaveni Sritharan; Mangair Karasi Manickam; Phua Cun Uei

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 427-434

Malaysia has been encouraging the rapid growth of virtual gaming; as it has been making a significant contribution to the economy. The gaming industry has changed its strategy to gain a competitive advantage by selling in-game purchase to their clients to give either an aesthetic appearance to the characters in the games or to enhance the playing experiences. This research intended to assess the factors that influence the intention of tertiary learners in Johor to perform an in-game purchase. A quantitative method of research was conducted on 384 purposive samples utilising a 5-point Likert scale questionnaire which measured both the independent and dependant variables. SmartPLS 2.0 and SPSS 22 was utilised to analyse the data. The results indicate that Attitude and Perceived Behavioural Control has a strong significant influence on the intention to perform the in-game purchase. Furthermore, coefficient values for Subjective Norms showed less significant influence than Attitude and Perceived Behavioural Control. This implies that the respondents were less influenced by any important person or group of people to do an in-game purchase.