Investigating the Factors that Affect Dissatisfaction/Satisfaction, Purchase Intention, and Loyalty in the Mobile Game Environment

This study posits that satisfaction/dissatisfaction can occur before the purchase of goods and services due to freemium (i.e., free and premium) models in the mobile game environment. Satisfaction/dissatisfaction before purchasing behavior might affect purchase intention and/or intention to use 020 services which is widely applied in the mobile game environment as a promotional tool. The purpose of the study is to explore the relationships among major components including utilitarian value, hedonic value, perceived risks, attitude, satisfaction, dissatisfaction, purchase intention, intention to use O2O service, and loyalty in the mobile game environment. An online survey was performed to collect the data and factor and regression analyses were applied. The findings of this study indicate that dissatisfaction may have a positive effect on purchase intention, while satisfaction is still the dominant factor in users’ behavior, and therefore satisfying the users should be prioritized, rather than devising the pricing scheme to make the users pay more.