| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 104 === This study intends to explore the influences of reference group on purchasing In-game items in digital games. In order to find out the difference, we classify reference group influence into real reference group influence and virtual reference group influence. Furthermore, we try to find the determinant of reference group influence and verify that sense of community and sense of virtual community are the antecedents of real reference group influence and virtual reference group influence respectively. Finally, the dependent variables in our research model are purchase intention and spending amount, which is not found in previous studies. Based on the analysis result of 884 samples, the virtual reference group influence has positive effect on both purchase intention and spending amount, however, real reference group influence only has positive effect on purchase intention. Besides, this study extends the knowledge about the influences of sense of community and reference group on purchasing intention, and provide insights for practitioners to advance the business performance in the context of digital games.
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