A study of Flow and Its Factors Towards Compulsive Buying Based on Player Behavior of Mobile Legends In-Game Items

Brian Mario  Lapasha; Martinus Y  Tanuarto; Sujadi  Wiranata; RM Bryan  Burhamsyah

doi:10.31933/dijms.v5i3.2366

Authors

Brian Mario Lapasha Universitas Prasetiya Mulya, Jakarta, Indonesia
Martinus Y Tanuarto Universitas Prasetiya Mulya, Jakarta, Indonesia
Sujadi Wiranata niversitas Prasetiya Mulya, Jakarta, Indonesia
RM Bryan Burhamsyah niversitas Prasetiya Mulya, Jakarta, Indonesia

DOI:

https://doi.org/10.31933/dijms.v5i3.2366

Keywords:

Mobile games, Mobile Legends, Enjoyment, Skill, Challenge, Telepresence, Avatar customization

Abstract

Purpose - Examining flow of Mobile Legends player correlating to compulsive buying on in-game items and factors related to flow such as enjoyment, skills, difficulty and avatar identification. Methodology/design - The data were obtained using surveys distributed via several gaming communities' group chats and channels including Discord and WhatsApp, where they were collected from 275 respondents. Findings - The research revealed that flow does have an impact on compulsive buying. Additionally, challenge and telepresence have a favorable impact on flow where skill and fun were not encouraged. Meanwhile, avatar identification is positively impacted by avatar attractiveness and personalization. Avatar identification thus has a favorable impact on flow. This study focused on the connection between compulsive shopping, avatar identity, and player behavior. Originality/value - The research hypotheses for this study can be summed up as: How can flow positively affect compulsive buying? Therefore, this study aims to identify and examine its significance through the variables of player behavior and avatar identification, which are the stimuli of flow in games.

References

Ajzen, I. (1991, December). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t

Al Mawalia, K. (2020). The impact of the Mobile Legend game in creating virtual reality. Indonesian Journal of Social Sciences, 12(2), 49-61.

AppMagic. (August 2, 2023). Most popular MOBA gaming apps worldwide in July 2023, by downloads [Graph]. In Statista. Retrieved August 08, 2023, from https://www-statista-com.upm.remotlog.com/statistics/1269466/most-downloaded-moba-apps-worldwide/

Bae, J., Park, J., Choi, J., Soh, S. B. (2023). A recommending system for mobile games using the dynamic nonparametric model. Journal of Business Research, volume 167.

Faber, Richard J., & O’Guinn, Thomas C. (1989). The Relationship Between Impulsivity and Compulsive Buying. The Journal of Consumer Research.

Gartenberg, Chaim (May 3, 2017). Retrieved August 9, 2023 from https://www.theverge.com/2017/5/2/15517962/china-new-law-dota-league-of-legends-odds-loot-box-random

Ghazali, E. M., Al Halbussi, H., Fattah, F. A. M. A., Uzir, Md U. H., Mutum, D. S., Tan, F. (2021). A study of player behavior and motivation to purchase Dota 2 virtual in game items. Kybernetes, volume 52, no. 6. doi: 10.1108/K-08-2021-0678.

Hoffner, C. and Buchanan, M. (2005). Young adults’ wishful identification with television characters: the role of perceived similarity and character attributes. Media Psychology, volume 7 No. 4, 325-351.

Kim, C., Lee, S.G. and Kang, M. (2012). I became an attractive person in the virtual world: users’ identification with virtual communities and avatars. Computers in Human Behavior, volume 28 No. 5, 1663-1669.

Kim, E., Kim, Y., & Kim, H. (2015). The impact of skill gap on enjoyment in online multiplayer games. Computers in Human Behavior, 49, 85-93.

Kim, K., Schmierbach, M. G., Bellur, S. (Saras), Chung, M.-Y., Fraustino, J. D., Dardis, F., & Ahern, L. (2015). Is it a sense of autonomy, control, or attachment? Exploring the effects of in-game customization on game enjoyment. Computers in Human Behavior, 48, 695–705. doi:10.1016/j.chb.2015.02.011

Liao, G., Cheng, T. C. E., Teng, C. (2018). How do avatar attractiveness and customization impact online gamers’ flow and loyalty?. Internet Research, volume 29, no. 2. doi: 10.1108/IntR-11-2017-0463

Lo, S.K., Lie, T. and Li, C.L. (2016). The relationship between online game playing motivation and selection of online game characters – the case of Taiwan. Behaviour and Information Technology, volume. 35 No. 1, 57-67.

Mason, M. C., Zamporo, G., Marini, A., Ameen, N. (2022). Glued to your phone? Generation Z’s smartphone addiction and online compulsive buying. Computers in Human Behavior, volume 136. Doi: 10.1016/j.chb.2022.107404

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.

Ming, J., Jianqiu, Z., Bilal, M., Akram, U. and Fan, M. (2021), How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, volume 17 No. 4, 300-320.

Shibuya, A., Teramoto, M., & Shoun, A. (2016). In-Game Purchases and Event Features of Mobile Social Games in Japan. Transnational Contexts of Development History, Sociality, and Society of Play, 95–122. doi:10.1007/978-3-319-43820-7_4

Shimbun, Yomiuri (May 29, 2012). Retrieved August 9, 2023 from https://ameblo.jp/srachai/entry-11265092066.html

Tajfel, H. and Turner, J.C. (1986). The social identity theory of intergroup behavior. In Worchel, S. and Austin, W.G. (Eds), The Psychology of Intergroup Relations, Nelson-Hall, Chicago, IL, 7-24.

Tang, Z. and He, B. (2021). Explaining mobile game takeoff through information configuration. Industrial Management & Data Systems, volume 121 No. 12, 2411-2425.

Teng, C. (2017). Impact of avatar identification on online gamer loyalty: Perspectives of social identity and social capital theories. International Journal of Information Management, Volume 37, Issue 6, Pages 601-610.

Teng, C.I. (2010). Customization, immersion satisfaction, and online gamer loyalty. Computers in Human Behavior, volume 26 No. 6, 1547-1554.

Wang, L., Luo, X., Li, H. (2022). Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games. Journal of Business Research, volume 147, 308-324.

Wired (May 12, 2012). Retrieved August 9, 2023 from https://www.wired.com/2012/05/gacha-watch-japan-social-games/

Zenpop (March 23, 2023), retrieved August 9, 2023 from https://zenpop.jp/en/blog/post/5346/the-ultimate-guide-to-gachapon#:~:text=To%20use%20a%20gachapon%20machine,highly%20sought%20after%20by%20collectors.