A Study on the Factors Affecting the Intention to Purchase Digital Items

디지털 아이템 구매의 영향요인 연구

  • 변완수 (정보통신산업진흥원) ;
  • 박성택 (성균관대학교 경영연구소) ;
  • 김태웅 (성균관대학교 경영전문대학원)
  • Received : 2012.10.30
  • Accepted : 2012.12.10
  • Published : 2012.12.31


Digital items, considered as virtual assets, include avatars, accessories for the avatars, digital wallpapers, and game items, etc. The objective of this study is to examine the factors influencing the purchase of digital items. Factors, based upon Uses and Gratifications theory, including image making, self-expression, social awareness and fun-seeking, are introduced as salient variables for purchasing digital items. In addition, social identification and flow are also considered as key motivators. Statistical results indicates that social identification affects both flows and the intension to purchase digital items, and then flow next influences intension to purchase. It was also found that motives based upon Uses and Gratifications theory influences social identification, but have no impact on flow. As a conclusion, the academic and practical implications of these findings are also discussed.


Supported by : 방송통신위원회