Factors Influencing the Intention of Tertiary Learners in Johor to Perform an In-Games Purchase

  • Krishnaveni Sritharan , Phua Cun Uei , Mangair Karasi Manickam

Abstract

The wide rapidly boom in the gaming industry have encouraged Malaysia to partake on the
virtual gaming industry to boost and contribute to the economy. To increase the user’s interest,
the gaming industry sells virtual goods as in-game purchase to enhance playing experience or
giving an aesthetic appearance to the characters in the game The intention of this research was
to increase a better awareness of factors influencing the intention of tertiary learners in Johor to
perform an in-games purchase. The quantitative method research was conducted on 384
purposive sampling using a 5-point Likert scale questionnaire which measured both independent
and dependant variables. SmartPLS 2.0 and SPSS 22 was utilised to analyse the data. The results
showed that both Attitude and Perceived Behavioural Control has a strong significant influence.
Whereas, Coefficient values for Subjective Norms showed less significant influence than Attitude
and Perceived Behavioural Control. This suggest that the respondents were less influenced by
any important person or group of people to do an in-game purchase.

Published
2020-05-10
How to Cite
Krishnaveni Sritharan , Phua Cun Uei , Mangair Karasi Manickam. (2020). Factors Influencing the Intention of Tertiary Learners in Johor to Perform an In-Games Purchase. International Journal of Advanced Science and Technology, 29(10s), 584 - 590. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/14471
Section
Articles