Why Do We Buy Virtual Goods?

This study identified the variables contribute to customer behavior in buying virtual goods. We hypothesized that Buying Intention, Perceived Value, and Flow as a significant predictor in buying virtual goods. Participants are online game players in Indonesia (N = 208). The results showed that there was a significant effect of Buying Intention, Perceived Value, and Flow on Virtual Goods Buying Behavior. The results also showed the proportion of variance in buying behavior explained by all independent variables = 0.612. Attitudes Against Behavior, Subjective Norms, and Perceived Behavioral Control, Visual Authority Value and Perceived Control significantly influence virtual goods buying behavior.