This research has taken place to investigate the drivers of what makes people want to purchase virtual goods. While more and more people are expected to buy virtual goods in the digital era, a better understanding of their demand could be key to success in the digital industry in the future. The research question of this study asks what the areas of purchase intention are toward virtual goods which is what this study set out to determine. To create a basis for the study theoretical framework was developed and consisted of three main parts: subjective norms, attitude, and functional values. These topics created a foundation by which the questions were produced to determine the purchase intentions of virtual goods. Unstructured interviews were then conducted using open-ended questions to get respondents honest thoughts and opinions regarding their purchase intention of virtual goods. Theoretical saturation was reached at five respondents in which data was collected. This data was then coded with a method influenced by grounded theory. The data was analyzed thematically into codes and then sorted into categories which include society, product value, and functional value which were found to be the most fitting categories for the data received from the interviews. The conclusion determined that the purchase intention of virtual goods was driven by perceived usefulness, perceived ease of use, subjective norms, attitude toward purchase, perceived enjoyment, perceived value, trust and security, and functional value after the analysis produced a model that can be used for future research.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-131134 |
| Date | January 2024 |
| Creators | Williams, Jacob, Miyake, Haruki |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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