Why do players buy virtual currency in mobile games? modeling purchase intention toward virtual currency in free-to-play mobile games

Abstract

This study examines the determinants of purchase intention toward virtual items in free-to-play mobile games by integrating relational, economic, social, and experiential drivers within a structural equation modeling framework. Data were collected through a cross-sectional survey of 201 Indonesian mobile game players and analyzed using SEM procedures. The results indicate that loyalty and price value significantly and positively influence purchase intention, with loyalty demonstrating the strongest effect. Social influence shows a marginal positive association, whereas personal satisfaction, hedonic motivation, and ease of purchase do not exhibit significant direct effects. These findings suggest that monetized behavior in mobile gaming environments is primarily driven by relational commitment and perceived economic fairness rather than short-term enjoyment or transactional convenience. Complementary analysis using the Blue Ocean Framework identifies strategic priorities from the player perspective, emphasizing the elimination of unfair gameplay elements, reduction of prices, improvement of item quality, and creation of new events and cosmetic features. The convergence between structural and strategic findings highlights the importance of aligning monetization architecture with long-term engagement and value perceptions. The study contributes to the literature by clarifying the relative strength of multiple determinants within a unified model and linking behavioral insights to actionable strategic directions for game developers.