Gamers Intention Towards Purchasing Game Items in Virtual Community: Extending the Theory of Planned Behavior

Virtual communities serve as bustling marketplaces where gamers engage in transactions for in-game items, driving the digital economy's expansion. This research aims to illuminate the determinants of steering users' decisions within these online environments. Focusing on the constructs of Attitude, Subjective Norms, and Perceived Behavioral Control derived from the Theory of Planned Behavior (TPB), we investigate the factors shaping purchasing intentions. Employing structural equation modeling (SEM) on a robust dataset of 300 validated respondents, our analysis unveils insights into user motivations. Notably, the amalgamation of Attitude, Subjective Norms, and Perceived Behavioral Control explains 84% of the drivers guiding in-game item transactions within virtual communities. Our findings underscore the significance of certain attributes. Specifically, the perceived wisdom inherent in these transactions, the constructive influence of community discussions, and the ease of communication and negotiation channels within virtual realms emerge as pivotal determinants influencing user behavior. This study not only contributes to understanding user behavior in virtual spaces but also holds practical implications for scholars and industry stakeholders. By shedding light on these influential factors, this research informs strategies and interactions within virtual communities, offering valuable insights into the dynamics of the digital marketplace.

@article{Muhammad2023,
  title     = {Gamers Intention Towards Purchasing Game Items in Virtual Community: Extending the Theory of Planned Behavior},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {14},
  number    = {12},
  year      = {2023},
  publisher = {The Science and Information Organization},
  author    = {Abbi Nizar Muhammad and Achmad Nizar Hidayanto},
  doi       = {10.14569/IJACSA.2023.0141222},
  url       = {https://doi.org/10.14569/IJACSA.2023.0141222}
}