Sebelas Maret International Conferences, The 1st INCREDIBLE

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Analysis of the Relevance Between Consumers Engagement Toward Sales in Online Games (Case Study on Mobile Legends Player in Indonesia)
Adi Prasetyo Nugroho, Catur Sugiarto

Building: Parallel Session 1
Room: D
Date: 2020-10-27 01:15 PM – 02:30 PM
Last modified: 2020-10-23

Abstract


The fierce competition in the online gaming industry has made game developers find new things to entice players into spending money on the game's items, to find out the factors that encourage users or players to make purchases in the game online mobile legends Bang Bang. The research model focuses on knowing the psychologicaland Behavioral engagement factors that affect users of mobile legends Bang Bang for making purchases in which researchers propose research models examining why active gaming players engage in online gaming, and how such engagement can contribute to the sale of items in online games, this research uses 273 players online games originating in Indonesia and analysis using PLS structural equation model (SEM). The results support the research hypothesis and illustrate the impact of customer engagement on player spending in online gaming. Psychological engagement and behavior give a positive impact on online sales of 22.4% later the antecedent variables of shared psychological engagement have a 56% influence. Findings from this study can make a reference for game developers to promote the sale of in-game items and pay attention to all aspects of psychological engagement in this online game. The study also adds a recent understanding of consumer engagement by identifying sales in the context of online gaming.

Keywords: Behavioral engagement, Psychological engagement and Online Sales