MOTIVES OF FREE-TO-PLAY MOBILE GAMES USAGE AND ITS IMPACT ON IN-GAME PURCHASE BEHAVIOUR

Abstract

Playing Free-to-Play (F2P) mobile games has become a sensation gaining massive revenues worldwide from smartphone users in the last decade. However, few studies have explored the root behind the increasing usage and in-game purchase behaviour of F2P mobile games. The present research investigated the motives behind F2P mobile games usage and how it may impact the in-game purchasing behaviour of these mobile gamers by adopting the Uses and Gratification (U&G) Theory Model. In studying this issue, a survey of 383 Malaysian smartphone users was conducted. Three form of media gratifications were taken from U&G which were Entertainment (Entertainment), Social (Network Externalities) and Utilitarian (Game’s Challenge & Reward) gratification. These gratifications were considered as the motives of playing F2P mobile games. According to the findings of the multiple linear regression analysis, only entertainment and game’s reward that have significant relationship with F2P mobile games usage while the latter network externalities and game’s challenge have negative relationship. It was revealed that, entertainment was the most vital in determining F2P mobile games usage. Furthermore, a simple regression analysis was done to evaluate the influence of F2P mobile games usage towards the in-game purchase behaviour. However, the findings indicated that, the two variables have negative relationship. A research using the Hayes PROCESS Model (2013) with similar variables is recommended for future study.