Unveiling the Impact of Mobile Game Addiction and Negative e-WOM on Purchase Intention in Online Gaming Applications
| Main Authors: | Putra, Ronaldo Yolanda, Nuzula, Ifta Firdausa, Hidayat, Agus Syarip |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Institute of Science and Technology Research
, 2024
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| Subjects: | |
| Online Access: |
https://journal.iistr.org/index.php/JMSD/article/view/513 https://journal.iistr.org/index.php/JMSD/article/view/513/443 |
Daftar Isi:
- This study investigated the impact of mobile game addiction, loyalty, and negative e-WOM on purchase intention in online gaming applications, using a questionnaire distributed to PUBG Mobile players through game communities on WhatsApp and Telegram. The study found that online game addiction has a significant effect on online game loyalty, and online game loyalty has a significant effect on purchase intention. Additionally, online game addiction has a significant effect on negative e-WOM, and negative e-WOM has a significant effect on purchase intention. Game addiction also has a significant effect on purchase intention. These findings contribute to filling the research gap in the literature on the relationship between game addiction, loyalty, negative e-WOM, and purchase intention. The study emphasizes the importance of game developers and marketers understanding and managing these factors to encourage purchase intention in online gaming applications.