Petra International journal of Business Studies (IJBS)
Vol. 1 No. 1 (2018): JUNE 2018

Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale

Jeremy Limanto (Petra Christian University)
Hatane Semuel (Petra Christian University)
Michael Adiwijaya (Petra Christian University)

Article Info

Publish Date
16 Jul 2018


Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.

Copyrights © 2018

Journal Info





Decision Sciences, Operations Research & Management Economics, Econometrics & Finance


Petra IJBS (Petra International Journal of Business Studies, ISSN: 2621-6426) is a peer-reviewed journal published under the Master of Management program, Faculty of Economics, Petra Christian University (MM FE UKP). The journal serves as a vessel for exchanging business knowledge to scholars and ...