Examining the Influence of Social Values on Purchase Intentions in Virtual Item Stores for Mobile Games

In the contemporary mobile game industry, virtual item stores have become an important component of freemium-based business models. The purpose of this study is to examine how social values influence purchase intentions in mobile game virtual item stores. The study was conducted using an online survey of active mobile game players. Data collection was carried out using a questionnaire designed to measure perceptions of social value and purchase intentions. Data analysis was carried out using descriptive statistical methods and multiple regression analysis. The results show that social values such as participation and prestige significantly influence purchase intentions in virtual item stores. These findings have practical implications for game developers, who must consider social values when planning marketing and sales methods for virtual items in order to maximize player experience and profitability. Hopefully, this study contributes to understanding customer behavior in the context of purchasing virtual items in mobile games and provides important insights for the gaming industry in refining their monetization tactics.