An examination of in-game purchasing behavior in digital games

This study tests a theoretical model developed to explain in-game purchase intentions of digital game users. The model integrates the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and Unified Theory of Acceptance and Use of Technology (UTAUT), focusing on variables such as attitude, subjective norm, perceived behavioral control, enjoyment, ease of use, and performance expectancy. Game addiction is included in the model as an independent variable affecting purchase intention. This research was conducted using data collected via an online survey from digital game users aged 18 and above in Turkey, and Structural Equation Modeling (SEM) was employed. The results revealed that the model significantly explained purchase intention, with enjoyment, performance expectancy, and gaming addiction identified as key influencing variables. Keywords: Digital games, In-Game Purchasing, Technology Acceptance Model, Theory of Planned Behavior