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http://dx.doi.org/10.5859/KAIS.2018.27.3.141

Analysis of Users' Utility on the Virtual Currency in Mobile Games: Focusing on S Mobile Game  

Park, Jong-Won (경희대학교 일반대학원 경영학과)
Yoo, Chang-Sok (경희대학교 문화관광콘텐츠학과)
Yang, Sung-Byung (경희대학교 경영학과)
Publication Information
The Journal of Information Systems / v.27, no.3, 2018 , pp. 141-160 More about this Journal
Abstract
Purpose The purpose of this study is to verify mobile game users' perceived utilities about real (price) and virtual (Ruby) currencies, which are the major factors of in-app purchase (IAP) widely used as a business model in a mobile game industry. Design/methodology/approach By using sales volume and sales frequency data for products sold in an 'S' mobile game from the 'D' mobile game company, we conducted a conjoint analysis according to the procedure recommended by Bicheno (2009). Findings The results of this study indicate that (1) mobile game users have greater utility for a virtual currency (Ruby) than for a real currency (price), (2) mobile game users' utility for virtual (Ruby) and real (price) currencies varies depending on sales volume and sales frequency, as well as (3) mobile markets (e.g., Google Play Store vs. Apple App Store), and (4) mobile game users have greater utility for a virtual currency (Ruby) which can be used readily than later.
Keywords
Virtual Currency; Real Currency; Mobile Game; Conjoint Analysis; Utility Analysis;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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