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The Determinants of Online Game Purchase Intention: The Perspectives of Acquisition Utility and Perceived Value

In recent years, the Internet development becomes rapid and widespread, which made it an indispensable part of human life. Many people use the Internet as a recreational activity. Therefore, the development of online game industry is on its way. It is important for online game companies to know -- how to make users willing to pay for the game. In view of this, scholars have begun to discuss the issues regarding online games. However, few studies have adopted the perspective of acquisition utility to explore the factors affecting online game purchase intention. Therefore, this study combines the value theory with the perspective of acquisition utility to explore the antecedents of online game purchase intention. In this study, quality value, social value and emotional value are the key factors affecting monetary value, and monetary value positively affects online game purchase intention. The results can be contributive for online games researches and will assist the online games companies for enhancing the purchase intention of users.