User Addiction Behavior Towards Online Mobile Games Influences In Apps Purchase Behavior

Topics regarding user behavior on online mobile games were widely discussed by scholars nowadays. As a relatively new topic, it is challenging for scholars to contributes theoretically and practically according to the user behavior in an online mobile game environment. Therefore, we investigate user behavior of online mobile games to understand the user in apps purchase intention. We conducted an online survey to 439 participants who have played online mobile games and experience purchase a game's features. Structural Equation Modelling was employed to test the research framework using Smart-PLS 3.0. The results show that user addiction behavior of online mobile games positively and significantly influences in-app purchase intention. We contribute to the addiction behavior of users regarding online mobile game use that generated purchase games features intention. Furthermore, the contributions are discussed in detail accordingly in the article.