Factors Affecting Players to Pay Online Games

Abstract

This paper aimed to investigate the behavior of online game players. Even though online games have experienced rapid development in the community, it is still difficult to convince online gamers in developing countries to pay for the privilege of playing these games. This study focuses on three factors that influence the intention in paying for online games, namely fun, fantasy, and challenge. The respondents surveyed reached 1278 players of Arena of Valor (AOV) in Indonesia. The data were analyzed with Structural Equation Modeling with a Partial Least Square (PLS) approach using SmartPLS. This research developed four hypotheses. The results can be summarized as follows. First, fun has a significant impact on intention to pay. Second, fantasy has a significant impact on intention to pay. Third, challenge has a significant impact on intention to pay. Fourth, fun, fantasy, and challenge have a significant impact on intention to pay. The variable of fun has the greatest influence on intention to pay compared to the variable of fantasy and challenge. A gamer’s feeling has a greater influence on a player’s intention to pay for the game being played. Online game companies need to pay attention to aspects related to fun, so gamers have better judgment for the decision to pay for the game being played.