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THE TRANSITION FROM ‘PAID PC/CONSOLE GAMES’ TO ‘FREEMIUM MOBILE GAMES’: FOCUSING ON USERS’ REACTIONS TO AND PRICE TOLERANCE OF IN-APP PURCHASE ITEMS

dc.contributor.authorLi, Yue
dc.contributor.copyright-releaseNot Applicableen_US
dc.contributor.degreeMaster of Scienceen_US
dc.contributor.departmentBusinessen_US
dc.contributor.ethics-approvalReceiveden_US
dc.contributor.external-examinern/aen_US
dc.contributor.graduate-coordinatorDr. Helene Devalen_US
dc.contributor.manuscriptsNot Applicableen_US
dc.contributor.thesis-readerDr. Kyung Leeen_US
dc.contributor.thesis-readerDr. Hamed Aghakhanien_US
dc.contributor.thesis-readerDr. Bo Yuen_US
dc.contributor.thesis-supervisorDr. Helene Devalen_US
dc.date.accessioned2021-01-11T12:36:54Z
dc.date.available2021-01-11T12:36:54Z
dc.date.defence2020-12-09
dc.date.issued2021-01-11T12:36:54Z
dc.description.abstractThis study examines how customers react to online games that transition from being ‘Paid PC/console Games to ‘Freemium Mobile Games in the context of the game series “Diablo”. In particular, this study focuses on three factors as customer reactions: behavioral intention to play a freemium mobile game, behavioral intention to make in-app purchases, and price tolerance of in-app purchases. The study adapts three relevant variables (expertise, experience, and social influence) from the unified theory of acceptance and use of technology (UTAUT2) and brand loyalty as independent variables to examine their impact on game users’ reactions. An online survey was conducted among two groups of Diablo users: (1) current experienced users and (2) prospective online game users without Diablo experience. The theoretical contributions, practical implications, and limitations of the research are discussed based on the findings of this research.en_US
dc.identifier.urihttp://hdl.handle.net/10222/80186
dc.language.isoenen_US
dc.subjectfreemium gamesen_US
dc.subjectmobile gamesen_US
dc.subjectbrand loyaltyen_US
dc.subjectprice toleranceen_US
dc.subjectuser acceptanceen_US
dc.titleTHE TRANSITION FROM ‘PAID PC/CONSOLE GAMES’ TO ‘FREEMIUM MOBILE GAMES’: FOCUSING ON USERS’ REACTIONS TO AND PRICE TOLERANCE OF IN-APP PURCHASE ITEMSen_US
dc.typeThesisen_US

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