Investigating the intention to purchase virtual goods in social networking service games: a self-presentation perspective

With the rising popularity of SNS games, virtual goods are expected to generate revenue for game providers. However, previous findings may be at odds with changes in this new virtual environment, while some social platforms lack understanding of what motivates users to purchase virtual goods in SNS games either. Considering the social nature of SNS games, this study adopted the self-presentation theory to explore these factors. A conceptual model was proposed and subsequently empirically tested with 302 samples collected from the questionnaire survey. The results show that the desire for online self-presentation is significantly influenced by SNS games involvement, online self-presentation norms, interactivity, and perceived usability. The results also indicate that the effect of the desire for online self-presentation on intention to purchase virtual goods is significant. In addition, the moderated role of perceived usability on the relationship between interactivity and the desire for online self-presentation is established as well. Our findings contribute to the literature on SNS games as well as self-presentation. It also lends insights into how SNS providers can tap this source of revenue.

随着社交网络游戏（Social Network Service Games，简称SNS游戏）的日益普及，虚拟商品有望为游戏运营商带来营收。然而，既有研究结论或与这一新型虚拟环境的发展变化相悖，且部分社交平台同样缺乏对SNS游戏中用户购买虚拟商品动机的认知。鉴于SNS游戏的社交属性，本研究采用自我呈现理论（Self-presentation Theory）对上述影响因素展开探究。本研究构建了概念模型，并通过问卷调查收集的302份样本开展实证检验。研究结果显示，在线自我呈现意愿显著受SNS游戏涉入度、在线自我呈现规范、互动性以及感知易用性的影响；同时，在线自我呈现意愿对虚拟商品购买意向的影响显著。此外，本研究还验证了感知易用性在互动性与在线自我呈现意愿之间关系中的调节作用。本研究成果丰富了SNS游戏与自我呈现领域的相关学术文献，同时为社交平台运营商如何挖掘该营收来源提供了实践启示。