Abstract
This study explores UTAUT (Unified Theory of Acceptance and Use Technology) in the context of gaming micro transaction. An extended UTAUT model framework that include influence marketing to this research. The data analyses correspond to a sample of online player through mobile device in Indonesia. PLS-SEM is used to evaluate the data and test the hypotheses. The study reveals that influence marketing and social influence are the main factors influencing adoption and use of digital transaction in online game. UTAUT framework was confirmed in the context of the research. Gaming micro transaction is important by developer gaming industry. Thus, it is imperative to understanding the customer adoption behavior. The outcome will aid developer gaming company develop strategies that will sustain the interest of consumer to embrace diamond in online game. In conclusion, this study has successfully explored the accepted online games, based on the unified theory of acceptance and use of technology 2 (UTAUT 2). When implementing and adapting UTAUT2 to study intentions and using diamond online games, we found that it is a enough theoretical model. However, having been adapted in a game technological context very different from that originally proposed by Venkatesh et al. (2012).
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
