Abstract
During the recent times, the majority of the mobile game revenue comes from in-game features/products. In the recent past, many studies were conducted to study the factors affecting mobile game adoption. However, research on the factors driving purchase of virtual goods during mobile gaming is scarce. This study with the foundation on flow theory and theory of consumption values aimed at studying the interrelationships among the constructs to know the mobile game users' in-game purchase intention. A 10-factor research model was developed and tested empirically. For this, data were obtained from 367 high school and college students. Structural equation modelling with the aid of AMOS software was used to analyse the data. Users' gaming flow experience and satisfaction were found to exert a positive effect on intention to buy mobile in-game items. In addition, the study offers academic and practical implications of the variables affecting the decision-making behaviour of mobile gamers. Further avenues applicable for future research were also discussed in the concluding literature.
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