Driving virtual goods purchases in Vietnam’s MMORPGs: A TAM-PERVAL model

Abstract

Vietnam’s Massively Multiplayer Online Role-Playing Game (MMORPG) market has expanded rapidly, driven by widespread mobile adoption and blockchain integration, necessitating an understanding of virtual goods purchase intentions. This study integrates the Technology Acceptance Model (TAM) and Perceived Value (PERVAL) frameworks to investigate these drivers among 339 Vietnamese MMORPG players, employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Results identify Perceived Usefulness (β = 0.27), Blockchain Utility (β = 0.23), and Mobile Payment Ease (β = 0.20) as primary influencers, reflecting Vietnam’s technology-driven gaming culture. Emotional Value and Satisfaction significantly contribute, with Satisfaction partially mediating Perceived Usefulness and Emotional Value effects, while Community Engagement fully mediates Social Value, underscoring collectivist influences. Income Level amplifies Perceived Usefulness and Price/Value for Money effects, and Gaming Experience moderates Perceived Ease of Use, with novices prioritizing simplicity. The model explains 72% of purchase intention variance, outperforming typical gaming studies. This research extends TAM and PERVAL to a non-Western context, offering novel insights into blockchain and mobile payment dynamics. For developers, it recommends prioritizing functional, tradable, and accessible virtual goods while fostering community and satisfaction. Limitations include sampling biases and PLS-SEM’s linear assumptions, suggesting longitudinal and cross-cultural studies. These findings elucidate Vietnam’s distinct gaming landscape, advancing global consumer behavior research.