Mobile MMORPG Games in the Latin American Context
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Abstract
The objective of this research was to determine which variables from the Theory of Planned Behavior (TPB) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) influence the purchase intention of mobile users of massively multiplayer online role-playing games (MMORPGs) in Mexico and Latin America. To this end, a PLS-SEM modeling method was applied. The findings revealed that the variables of attitude, hedonic motivation, facilitating conditions, and habit have a positive and significant impact on purchase intention in mobile MMORPG games. This research is original, as it contributes to the literature on consumer behavior in virtual economies and offers relevant information for developers and marketing strategists interested in understanding purchase motivations. Furthermore, one of the limitations was that the study focused exclusively on analyzing MMORPGs.
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