TIIS (한국인터넷정보학회)
Current Result Document :
| 한글제목(Korean Title) |
Irrational Factors Affecting the Purchase of Online Game Items |
| 영문제목(English Title) |
Irrational Factors Affecting the Purchase of Online Game Items |
| 저자(Author) |
Jongwon Lee
Jemin Justin Lee
Ji Min Park
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| 원문수록처(Citation) |
VOL 12 NO. 02 PP. 0626 ~ 0642 (2018. 02) |
한글내용
(Korean Abstract) |
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영문내용
(English Abstract) |
Recently, a number of studies have drawn attention to purchasing online game items. Most of the studies are based on the assumption that consumers behave rationally. Accordingly, TRA- or value-based approaches have been mainly employed to understand the online purchases of game items. However, the purchasing behavior of consumers involves not only making rational decisions, but also making irrational decisions. Hence, their purchase behavior is affected by propensities for conspicuous consumption, impulsive consumption, and habitual consumption. Playing games can be highly addictive, and players often display such addictive behaviors. Our study explored both the rational and irrational factors in purchase behavior to understand how they are associated with purchasing game items. A total of 366 pieces of data were collected from Korean online game users through a survey. Regression analyses of the collected data showed that the behavior of buying game items was influenced not only by the intention to purchase which is a rational factor in consumption, but also by such irrational factors as habit, impulse, and ostentation which should be further emphasized in future studies.
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| 키워드(Keyword) |
Game items
Irrational consumption
Habitual consumption
Conspicuous consumption
Impulsive consumption
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| 파일첨부 |
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