Investigating the factors that affect dissatisfaction/satisfaction, purchase intention, and loyalty in mobile games?
Freemium Models have become the dominant forms of mobile games in the market today. Freemium models carry different transaction structure, and consumer behavior also differs from other typical forms of businesses. Satisfaction and dissatisfaction occurs not after a purchase has been made, but before the user makes the decision to purchase in-app virtual goods, as the users have the opportunity to form an attitude as they experience the ‘free’ part of the game.
Making in-app purchase in freemium models shortens the time for the user to reach designated goals, but the cost to get there sometimes seem too costly. On the other hand, consumers could choose to use O2O services to receive other benefits. Using O2O services, or promotional services, could in turn affect purchase intention as well, if the consumers are willing to incur the extra costs of bringing themselves out of the online world into the offline market. This study therefore mainly investigates the relationships that link satisfaction/ dissatisfaction and purchase intention, and the ultimate effect on user loyalty.
The findings of this study indicate that dissatisfaction may have positive effect on purchase intention, but satisfaction is still the dominant factor in the users’ behavior, and therefore satisfying the users should be prioritized, rather than devising the pricing scheme to make the users pay.
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