VALUE PERCEPTION AND CONSUMER BEHAVIOUR IN FREEMIUM MOBILE GAMING: EXAMINING THE INFLUENCE OF ENJOYMENT, SOCIAL AND ECONOMIC VALUE ON CONTINUED USAGE AND PURCHASE INTENTIONS AMONG INDIAN YOUTH GAMERS

Gourav Bareja; Shabnam Gulati

doi:10.29121/ShodhPrabandhan.v2.i1.2025.101

Authors

Gourav Bareja Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India Author
Shabnam Gulati Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India Author

DOI:

https://doi.org/10.29121/ShodhPrabandhan.v2.i1.2025.101

Keywords:

Freemium Business Model, Youth Gamers, Enjoyment Value, Social Value, Economic Value, Continued Use Intention, Purchase Intention, Pls-Sem, Mobile Gaming

Abstract

The proliferation of digital game applications has resulted in the transformation of the entertainment industry in terms of usage of the freemium business model. Unlike paid game models where consumers have to pay to use an application, in case of freemium models, gamers get access to games for free, and make payment within the game through in-app purchases, virtual goods, subscription, ads and premium functionalities. While allowing companies to gain wide customer base, the main problem with such a model is the difficulty in converting free users into paying customers. Therefore, it has become crucial to comprehend the factors that determine users' intentions for continued use and purchase of games.

The proposed study aims at exploring the impact of the three aspects of perceived value on continued use intention and purchase intention in freemium gaming application among youth gamers in India. According to the consumer value theory and technology adoption perspective, it is believed that youth gamers' perceptions related to entertainment, social and economic values play a major role in shaping their behavior towards freemium gaming applications. A quantitative approach will be used in the research, and data collected from youth gamers will be analyzed using PLS-SEM.

The results can have great significance for gaming companies and marketers in creating effective strategies for enhancing user engagement, fostering customer relationship, and making premium buys.

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