WHAT DRIVES IMPULSIVE BUYING IN VIDEO GAME MICROTRANSACTIONS? A STRUCTURAL EQUATION MODELING STUDY OF INDONESIAN GAMERS

Microtransactions in video games have become a growing monetization strategy but also trigger impulsive buying behavior. This study aims to evaluate the factors influencing impulse buying in video game microtransactions in Jabodetabek, focusing on key variables such as Shopping Enjoyment, Impulse Buying Tendency, Urge to Purchase, Positive Affect, Negative Affect, and Hedonic Motivation. This research employs a quantitative approach with 436 respondents, analyzed using Structural Equation Modeling (SEM) with SmartPLS 3.0. The findings indicate that Shopping Enjoyment enhances Positive Affect, which subsequently drives Urge to Purchase and Impulse Buying. Additionally, Impulse Buying Tendency significantly influences Impulse Buying, whereas Negative Affect and Hedonic Motivation show no significant impact. These findings provide insights for the gaming industry to develop more ethical monetization strategies and help players manage their purchasing behavior more effectively.