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Determinants of Microtransaction Purchase Intention in Freemium Mobile Games: Evidence from Honkai: Star Rail Players in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Suchawan Chaiworn |
| Title | Determinants of Microtransaction Purchase Intention in Freemium Mobile Games: Evidence from Honkai: Star Rail Players in Bangkok |
| Publisher | GSBATM-Assumption University Press |
| Publication Year | 2569 |
| Journal Title | International Research E-Journal on Business and Economics |
| Journal Vol. | 9 |
| Journal No. | 2 |
| Page no. | 32-45 |
| Keyword | Microtransactions, Purchase Intention, Freemium Mobile Games, UTAUT2, Hedonic Motivation, Game Satisfaction |
| URL Website | https://assumptionjournal.au.edu/index.php/aumitjournal |
| Website title | International Research E-Journal on Business and Economics (Creative Technology Management) |
| ISSN | 2773-9406 |
| Abstract | Purpose: This study examines the determinants of microtransaction purchase intention in freemium mobile games by investigating the effects of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Game Satisfaction. Focusing on Honkai: Star Rail players in Bangkok, the research aims to extend consumer behavior understanding in a hedonic digital consumption context. Research design, data, and methodology: A quantitative approach was employed using survey data collected from 396 mobile game players in Bangkok. Respondents were selected through non-probability sampling and met specific screening criteria, including prior gameplay experience and purchase intention. Measurement reliability was assessed using Cronbach?s alpha, and multiple linear regression analysis was conducted to evaluate the relationships among variables. Results: The findings indicate that Performance Expectancy (? = 0.447, p < .001), Hedonic Motivation (? = 0.396, p < .001), and Game Satisfaction (? = 0.371, p < .001) significantly influence microtransaction purchase intention. In contrast, Effort Expectancy, Social Influence, and Price Value were found to have no significant effects. The model explains 57.2% of the variance in purchase intention (R? = 0.572). Conclusions: The results highlight that functional benefits, enjoyment, and overall gaming experience are the primary drivers of microtransaction purchasing behavior in freemium mobile games. This study contributes to the literature by contextualizing UTAUT2-related constructs within a specific gaming environment and provides practical implications for developers seeking to design effective and user-centered monetization strategies. |
