Determinants of continuance intention to purchase probability-based items in mobile social network games: An integrated model

Abstract

The goal of this study was to identify factors that influence the purchase of probability-based items (PBIs) in mobile social network games (MSNGs). This paper introduces an integrated research model based on network externalities theory (perceived number of users and perceived number of friends), motivation theory (intrinsic motivation: perceived enjoyment, extrinsic motivation: perceived usefulness), expectation-confirmation theory (confirmation and satisfaction), and consumption value theory (perceived value: functional, emotional, social, and monetary value). Statistical results from a survey of MSNG users find that factors that influence continuance intention to purchase of PBIs include perceived number of users, perceived number of friends, perceived enjoyment, perceived usefulness, continuance intention to use, confirmation, functional value, and monetary value. Moreover, perceived desire for jackpot that is one of the major features of PBIs influenced continuance intention to purchase PBIs and played a significant mediator role. We also analyzed the research model by gender to provide MSNG companies with a reference that may guide the development of PBI strategies that are targeted at genders. Males responded differently than females to some factors. The findings of this study may be valuable practically and academically. For MSNG providers, the results can provide new insights to guide the development of strategies to sell PBIs effectively. The results can also be a starting point for researchers who study PBIs in MSNGs.