Research on virtual item purchase intention in taking part in mobile device games: Taking the middle and old aged players for example

Abstract

This study targets middle and old aged players’ mobile game participations, as well as their purchase intention of virtual items, and an internet based survey is conducted. Results show that when players are in the flow channel, motivations such as competition and self-assurance, game playability, artistry, and sociability, increase players’ purchase intention for virtual items. On the other hand, entertainment of motivation and mobility of playability, decrease players’ willingness to purchase virtual items. Younger players demonstrate significant difference than middle and old aged players on mobile games. However, gaming market of middle and old aged players shouldn’t be overlooked. More in depth investigation of middle and old aged players’ needs for mobile games is helpful for designing better games and campaigns attracting middle and old aged players, and increase their purchase intention for virtual items.