Sanal ürünleri tüketicilerin gözünde değerli kılan nedir? Değer teorisi bakış açısı

This study investigates the role of three functional (price, quality, and achievement), three emotional (enjoyment, aesthetics, and customization), and three social (social presence, perceived scarcity, and self-presentation) values in influencing the purchase intention toward the virtual goods. This dissertation further examines the mediation effect of perceived value among the factors and purchase intention toward virtual goods. An online questionnaire was utilized to collected data from 352 online games players across the United States of America (USA). Partial least squares structural equation modelling (PLS-SEM) was utilized to analyze the impact of these factors on the intention to purchase virtual goods. The results reveal that perceived value positively influences the purchase intention of virtual goods. Additionally, the findings also show that price, quality, enjoyment aesthetics, and self-presentation all have a considerable influence on the perceived value and intention to purchase virtual goods. However, achievement and customization were found to have a positive impact on perceived value and show no significant effect on purchase intention of virtual goods. Whereas social presence and perceived scarcity have no significant on perceived value but show a significant effect on virtual goods purchase intention. Concerning the mediation effect this study results show that perceive value mediate the relationship only between quality, achievement, enjoyment, self-presentation, and the intention to purchase virtual goods. While perceived value did not mediate the relationship among price, aesthetics, customization, social presence, perceived scarcity, and purchase intention. The role of functional, emotional, and social values in the purchase intention for virtual goods contributes to an in-depth understanding of the purchasing behavior of online players. In this respect, the research is an important study in which a comprehensive model for virtual goods is analyzed using functional, emotional, and social values sub-factors. This research significantly strengthens the marketing literature by contributing to the development of an understanding of the intention to purchase virtual goods products in online games. The findings will assist online game providers, developers as well as online games companies by providing critical information on virtual goods sales, players' perceptions of virtual goods value, and their intention to purchase virtual goods.