The Factors of Why the People of Pakistan Do Not Purchase Paid Apps

The Factors of Why the People of Pakistan Do Not Purchase Paid Apps

Umar Farooq Gillani (Pir Mehr Ali Shah Arid Agriculture University, Pakistan), Muhammad Ishfaq Khan (Capital University of Science and Technology, Pakistan), Manzar Waseem Ishaq (COMSATS Islamabad, Pakistan), Kashif Aziz (National Textile Institute, Pakistan) and Muhammad Nawas Akram (COMSATS Islamabad, Pakistan)
Copyright: © 2020 |Pages: 13
DOI: 10.4018/IJOM.2020040104

Abstract

Despite the huge growth potential that has been predicted for purchase intention toward paid apps and the mobile game market, little is known about what motivates game players to make such purchases. The purpose of this article is to build a research model based on the satisfaction literature and studies of value theory to identify the antecedents of paid app purchase intention in the context of mobile games. The proposed model was empirically tested and uses data from 310 players of different games groups. Multiple regression, Process Macro, and moderation regression were used to measure the research model. The results tell that satisfaction to the mobile game has a significant influence on a player's intention to make paid app purchase. The perceived values of the game have a direct influence on the satisfaction of all players but appear to have relatively moderation impact of price have significant negative impact on the purchase intentions of players. Specifically, our study revealed a high price decrease the purchase intention of a satisfied player.
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1. Introduction

The growth of smartphone Internet and smartphone technology has expressively transformed our activities and our everyday lives. In current years, the growing number of smartphone consumers has motivated the usage of mobile application software for mobile devices, commonly indicated as mobile “apps.” Initially, “app” alluded to software for general output and information retrieval purposes, including calendar, emails and communication management, and weather info and stock market price. However, an enormous flow in consumer demand and the extensive accessibility of designer tools has driven a rapid growth to include other groups of apps containing utilities, e-books, games, social networking boards, and others given that contact to entertainment lifestyle and info on business investment. According to the report of Business Insider (2016) international mobile app market is earning US$ 50.9 billion in 2016 and also projects US$ 101.1 billion mobile applications collect income in 2020.

According to Gupta (2013), the normal smartphone app user devotes 82% of his mobile minutes consuming apps, with the residue split between e-mailing, calling and texting. Each of the important smartphone functional system suppliers (IOS, Android, Windows Mobile etc.) also hosts an app market from which customers can download apps (Google Play, App Store, and Windows Phone Store). To appeal to more customers, countless game app originators offer a trial variety of their game apps for free and then charge a fixed monthly payment fee for finest facilities. Others agreement the full description for free and originate their income from publicity or in-app buying that unlock further stages such as commercial removal or value-added gratified. Therefore, to decrease risk and insecurity in purchasing a paid game app, customers usually start by consuming a trial or free version of a paid game app and then decided to purchase paid apps. Established on this early understanding with the experimental or free version, they then conclude whether or not to purchase the paid variety (Whitfield, 2013). In command to intensification procedure and encourage customers to pay, new and new mobile game corporations deliver “freemium” facilities, which charge the performer nothing for the straightforward procedure but need payment in physical cash for progressive functionality (Liu et al., 2015). Later, the freemium app is attractive a prevalent monetization strategy to intensification income from mobile apps. However, little of these researches have definitely inspected the causes why the customers were ready to buy for pirated mobile apps facilities rather than pay for the original paid app at a global scale.

Freemium defines industry models where businesses offer a service for free, but a fee is charged for a superior type that entails radical types, functionality or less trouble (i.e., advertising) (Liu et al., 2014). Finest manipulators classically account for 3–5% of overall users. Growing the percentage of premium customers divergent to free users remains to be a challenging but serious level for attainment profitability (Wagner et al., 2014). In freemium trade simulations, businesses offer a free sample and value enhanced paid variety of services (Veit et al., 2014).

In the context of Pakistan, smartphone users are fully satisfied with the feature of the game but not purchase a paid app. People of Pakistan are not bear high price to purchase the paid game app. The reason is that because of low economy people have less purchasing power not buy even satisfied game app in the future.

Although the investigation already leads on intention to purchase paid app quiet very little literature existing but living many question un-answers. Earlier research on customer was piloted in non-Asian countries whereby outcomes generated are less likely to be comparable to Asian countries like Pakistan. While few practical types of research have been done on the app store sector. More, slight attention has been devoted to appreciative factors such as PL, FL, ACH, CONT, SAT, and PR that PI in Pakistan. But so far, no study has examined the belongings of SAT as a mediator and PR as a moderator. The current study examines the mediating effect of SAT between PL, FL, ACH, and CONT. SAT and also PR bridges the gap as a moderator between PI.

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