An exploratory study of factors influencing repurchase behaviors toward game items: A field study

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This study provides an exploratory analysis of the effects of the various characteristics of users, games, and repurchase behavior of users in an online game context. Many previous studies considered intentions to purchase and repurchase game items; however, few examined repurchase behavior. Our analysis included a sample of 2,060,685 observations (out of a total of 84,434,287) in one year based on the field data of purchase behavior from a game company. Analysis results show that users' purchase behavior is the most significant factor, and time-related characteristics such as the recency of purchase, purchase frequency, and purchase cycle are important factors that influence repurchase decisions. In contrast, it is found that purchase amount, game characteristics, and user characteristics are not significant. Our findings imply that any analysis of repurchase behavior should address "unconscious" purchase behavior, such as habits, immersion, and impulse buying, in addition to conscious purchase behavior.
Publisher
PERGAMON-ELSEVIER SCIENCE LTD
Issue Date
2015-12
Language
English
Article Type
Article
Keywords

PLAY ONLINE GAMES; VIRTUAL WORLDS; PURCHASE BEHAVIOR; CONSUMER; SATISFACTION; INTENTION; LOYALTY; HABIT; PERSPECTIVE; EXPERIENCE

Citation

COMPUTERS IN HUMAN BEHAVIOR, v.53, pp.13 - 23

ISSN
0747-5632
DOI
10.1016/j.chb.2015.06.017
URI
http://hdl.handle.net/10203/205149
Appears in Collection
MT-Journal Papers(저널논문)
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