EXPLAINING USER ACCEPTANCE TOWARD VIRTUAL ITEM PURCHASES: CASE OF THOI LOAN

Abstract

ABSTRACT Purpose – This research designed for understanding the user acceptance toward virtual good purchases in Thoi Loan Design/methodology/approach – This studies uses the Extending of Unified Theory of Acceptance and use of Technology (UTAUT2) for explaining the user acceptance toward virtual good purchases in Thoi Loan. The target samples of this research are players from 15 to 25 years old who spent money in Thoi Loan. Survey is the chosen method and by analyzing these surveys, the influence factors will be found. Findings – After analyzing 228 surveys, we found five groups of influence factor that affect user acceptance toward virtual goods purchases: Gratification, Performance Conditions, Social Influence, Effort Expectancy and Social Self-image Expression.