| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 102 === In the past few years, the online entertainment industry has displayed a rapid growth surpass chatting, download software and online community. The report from website Apira and CINIC in 2012 has shown that in Taiwan has more than 15.9 million peoples using the internet and 41.7% has used the internet for play online games. Millions of people are spending time and money in virtual goods: clothes for their characters in online hangouts, weapons for their fighters in the games, and presents for their friends in social networking platform. This market did not exist ten years ago, but today it’s estimated to be worst billions of U.S. dollar.
This research investigates how the customer functional attribute, hedonic attribute, and social attribute have influence to Taiwanese college student to buy the virtual goods in freemium Massively Multiplayer Online Role Playing Games (MMORPGs). The research result has showed that social attribute which have social self-image expression and social relationship support have significant influence on purchase intention of MMORPG’s virtual goods and the other result also showed that performance of virtual goods and satisfaction of game also have positive influence with purchase intention. Furthermore of analyze result, gender has relative with purchase intention by male has the most relative.
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