Gacha Addiction and In-App Purchases: A Study on Genshin Impact Players in Indonesia
Abstract
The purpose of this study was to examine the impact of gacha addiction and good price on the intention to purchase in-app items, with mobile game loyalty as a mediating variable. The research employed a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to analyze survey data collected from 208 Genshin Impact players in Indonesia through random sampling and online questionnaires. The results indicate that gacha addiction significantly influences the intention to purchase in-app items, while good price has a moderate effect. Additionally, mobile game loyalty serves as a partial mediator in the relationship between gacha addiction and purchase intention.
Keywords: Gacha Addiction; Genshin Impact; Good price; In-App Purchase Intention; Mobile game loyalty
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References
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
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Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hsiao, K.-L., & Chen, C.-C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001
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Huang, L., & Hsieh, Y. (2011). Predicting online game loyalty based on need gratification and experiential motives. Internet Research, 21(5), 581–598. https://doi.org/10.1108/10662241111176380
Hwang, Y., Gupta, K., & Ock, D. (2025). Gotta take my avatar shopping: impacts of interactive virtual shopping in esports. Internet Research. https://doi.org/10.1108/INTR-03-2024-0346
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Kim, D., & Shin, J.-I. (2016). The impacts of smartphone addiction and technostress on customer satisfaction and loyalty. International Journal of Security and Its Applications, 10(12), 409–418. https://doi.org/10.14257/ijsia.2016.10.12.34
King, D. L., Delfabbro, P. H., & Griffiths, M. D. (2011). The role of structural characteristics in problematic video game play: an empirical study. International Journal of Mental Health and Addiction, 9(3), 320–333. https://doi.org/10.1007/s11469-010-9289-y
Koeder, M. J., Tanaka, E., & Mitomo, H. (2018). “Lootboxes” in digital games - A gamble with consumers in need of regulation? An evaluation based on learnings from Japan. 22nd Biennial Conference of the International Telecommunications Society: “Beyond the Boundaries: Challenges for Business, Policy and Society.”
Kubat Dokumacı, U. (2024). How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-05-2024-0108
Lee, Z. W. Y., Cheung, C. M. K., & Chan, T. K. H. (2021). Understanding massively multiplayer online role‐playing game addiction: A hedonic management perspective. Information Systems Journal, 31(1), 33–61. https://doi.org/10.1111/isj.12292
Lu, H., & Wang, S. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499–519. https://doi.org/10.1108/10662240810912756
Ma, Y., & He, W. (2025). “Coolness” and “joy” in games: factors influencing mobile game players’ willingness to make in-game purchases. Asia Pacific Journal of Marketing and Logistics, 37(2), 331–348. https://doi.org/10.1108/APJML-04-2024-0539
Makki, M., Jafari, M., & Parsanejad, M. (2025). Marketing strategies and dynamics in online mobile gaming: a diffusion model. Internet Research. https://doi.org/10.1108/INTR-04-2024-0643
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Pradhipta, A. Y. (2021). Mekanisme ‘gacha’ dan ‘parasocial interaction’ pemain gim seluler. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(1), 215. https://doi.org/10.25139/jsk.v5i1.2478
Purnami, L. D., & Agus, A. A. (2020). The effect of perceived value and mobile game loyalty on in-app purchase intention in mobile game in Indonesia (Case study: Mobile Legend and Love Nikki). ASEAN Marketing Journal, 12(1). https://doi.org/10.21002/amj.v12i1.12887
Steinberg, L., Albert, D., Cauffman, E., Banich, M., Graham, S., & Woolard, J. (2008). Age differences in sensation seeking and impulsivity as indexed by behavior and self-report: Evidence for a dual systems model. Developmental Psychology, 44(6), 1764–1778. https://doi.org/10.1037/a0012955
Toffee, M. (2022, March 31). Brave Frontier will be shutting down after 9 years of being in service. Https://Www.Kakuchopurei.Com/2022/03/Brave-Frontier-Will-Be-Shutting-down-after-9-Years-of-Being-in-Service/.
Widodo, N. G., & Balqiah, T. E. (2020). The effect of addiction, playfulness and good price on purchase intention of in-app features. Proceedings of the International Conference on Business and Management Research (ICBMR 2020). https://doi.org/10.2991/aebmr.k.201222.002
Xu, Z., Turel, O., & Yuan, Y. (2012). Online game addiction among adolescents: motivation and prevention factors. European Journal of Information Systems, 21(3), 321–340. https://doi.org/10.1057/ejis.2011.56
Yeoh, G., & Yip, C. (2022, February 12). I spent $20,000 of my parents’ money on mystery boxes’: When lines between gaming and gambling are blurred. Https://Www.Channelnewsasia.Com/Cnainsider/Spent-Parents-Money-Mystery-Loot-Boxes-Gaming-Problem-Gambling-2050696.
Balakrishnan, J., & Griffiths, M. D. (2018). Loyalty towards online games, gaming addiction, and purchase intention towards online mobile in-game features. Computers in Human Behavior, 87, 238–246. https://doi.org/10.1016/j.chb.2018.06.002
Barnes, S. J., & Pressey, A. D. (2014). Caught in the web? Addictive behavior in cyberspace and the role of goal-orientation. Technological Forecasting and Social Change, 86, 93–109. https://doi.org/10.1016/j.techfore.2013.08.024
Catalán, S., Martínez, E., & Wallace, E. (2019). The role of flow for mobile advergaming effectiveness. Online Information Review, 43(7), 1228–1244. https://doi.org/10.1108/OIR-06-2018-0198
Chang, T.-Z., & Wildt, A. R. (1994). Price, product Information, and purchase Intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16–27. https://doi.org/10.1177/0092070394221002
Cheng, T. C. E., Lai, L. C. F., & Yeung, A. C. L. (2008). The driving forces of customer loyalty. International Journal of E-Business Research, 4(4), 26–42. https://doi.org/10.4018/jebr.2008100103
Cole, H., & Griffiths, M. D. (2007). Social interactions in massively multiplayer online role-playing gamers. CyberPsychology & Behavior, 10(4), 575–583. https://doi.org/10.1089/cpb.2007.9988
Dihni, V. A. (2022). Jumlah gamers Indonesia terbanyak ketiga di dunia. Databoks. https://databoks.katadata.co.id/datapublish/2022/02/16/jumlah-gamers-indonesia-terbanyak-ketiga-di-dunia
Drell, L. (2013, September 4). 9 mobile app KPIs to know. Mashable. Https://Mashable.Com/Archive/Mobile-App-Metrics#R8zqxYBQQmqy.
Ernkvist, M. (2016). The role of dual institutional-and technological entrepreneurship in the formation of the japanese social-game industry. In Global Game Industries and Cultural Policy (pp. 91–124). Springer International Publishing. https://doi.org/10.1007/978-3-319-40760-9_6
Gavin, L., MacKay, A. P., Brown, K., Harrier, S., Ventura, S. J., Kann, L., & Liddon, N. (2009). Sexual and reproductive health of persons aged 10–24 years—United States, 2002–2007.
Griffiths, M. (2005). A ‘components’ model of addiction within a biopsychosocial framework. Journal of Substance Use, 10(4), 191–197. https://doi.org/10.1080/14659890500114359
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hamari, J., Alha, K., Järvelä, S., Kivikangas, J. M., Koivisto, J., & Paavilainen, J. (2017). Why do players buy in-game content? An empirical study on concrete purchase motivations. Computers in Human Behavior, 68, 538–546. https://doi.org/10.1016/j.chb.2016.11.045
Hamari, J., Hanner, N., & Koivisto, J. (2020). “Why pay premium in freemium services?” A study on perceived value, continued use and purchase intentions in free-to-play games. International Journal of Information Management, 51, 102040. https://doi.org/10.1016/j.ijinfomgt.2019.102040
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hsiao, K.-L., & Chen, C.-C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty. Electronic Commerce Research and Applications, 16, 18–29. https://doi.org/10.1016/j.elerap.2016.01.001
Hsu, C.-L., & Lin, J. C.-C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108, 42–53. https://doi.org/10.1016/j.techfore.2016.04.012
Huang, L., & Hsieh, Y. (2011). Predicting online game loyalty based on need gratification and experiential motives. Internet Research, 21(5), 581–598. https://doi.org/10.1108/10662241111176380
Hwang, Y., Gupta, K., & Ock, D. (2025). Gotta take my avatar shopping: impacts of interactive virtual shopping in esports. Internet Research. https://doi.org/10.1108/INTR-03-2024-0346
Katsuta, T. (2007, August 1). “Maple Story,” Shin taisen sisutemu “Monster Carnival” shin mappu nado 4 shuu nen wo kinen shita oogata appudeeto wo jisshi ["Maple Story", new battle system “Monster Carnival” large-scale update of the new map for 4th anniversary, etc.]. Https://Game.Watch.Impress.Co.Jp/Docs/20070801/Maple.Htm.
Kim, D., & Shin, J.-I. (2016). The impacts of smartphone addiction and technostress on customer satisfaction and loyalty. International Journal of Security and Its Applications, 10(12), 409–418. https://doi.org/10.14257/ijsia.2016.10.12.34
King, D. L., Delfabbro, P. H., & Griffiths, M. D. (2011). The role of structural characteristics in problematic video game play: an empirical study. International Journal of Mental Health and Addiction, 9(3), 320–333. https://doi.org/10.1007/s11469-010-9289-y
Koeder, M. J., Tanaka, E., & Mitomo, H. (2018). “Lootboxes” in digital games - A gamble with consumers in need of regulation? An evaluation based on learnings from Japan. 22nd Biennial Conference of the International Telecommunications Society: “Beyond the Boundaries: Challenges for Business, Policy and Society.”
Kubat Dokumacı, U. (2024). How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-05-2024-0108
Lee, Z. W. Y., Cheung, C. M. K., & Chan, T. K. H. (2021). Understanding massively multiplayer online role‐playing game addiction: A hedonic management perspective. Information Systems Journal, 31(1), 33–61. https://doi.org/10.1111/isj.12292
Lu, H., & Wang, S. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 18(5), 499–519. https://doi.org/10.1108/10662240810912756
Ma, Y., & He, W. (2025). “Coolness” and “joy” in games: factors influencing mobile game players’ willingness to make in-game purchases. Asia Pacific Journal of Marketing and Logistics, 37(2), 331–348. https://doi.org/10.1108/APJML-04-2024-0539
Makki, M., Jafari, M., & Parsanejad, M. (2025). Marketing strategies and dynamics in online mobile gaming: a diffusion model. Internet Research. https://doi.org/10.1108/INTR-04-2024-0643
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Pradhipta, A. Y. (2021). Mekanisme ‘gacha’ dan ‘parasocial interaction’ pemain gim seluler. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(1), 215. https://doi.org/10.25139/jsk.v5i1.2478
Purnami, L. D., & Agus, A. A. (2020). The effect of perceived value and mobile game loyalty on in-app purchase intention in mobile game in Indonesia (Case study: Mobile Legend and Love Nikki). ASEAN Marketing Journal, 12(1). https://doi.org/10.21002/amj.v12i1.12887
Steinberg, L., Albert, D., Cauffman, E., Banich, M., Graham, S., & Woolard, J. (2008). Age differences in sensation seeking and impulsivity as indexed by behavior and self-report: Evidence for a dual systems model. Developmental Psychology, 44(6), 1764–1778. https://doi.org/10.1037/a0012955
Toffee, M. (2022, March 31). Brave Frontier will be shutting down after 9 years of being in service. Https://Www.Kakuchopurei.Com/2022/03/Brave-Frontier-Will-Be-Shutting-down-after-9-Years-of-Being-in-Service/.
Widodo, N. G., & Balqiah, T. E. (2020). The effect of addiction, playfulness and good price on purchase intention of in-app features. Proceedings of the International Conference on Business and Management Research (ICBMR 2020). https://doi.org/10.2991/aebmr.k.201222.002
Xu, Z., Turel, O., & Yuan, Y. (2012). Online game addiction among adolescents: motivation and prevention factors. European Journal of Information Systems, 21(3), 321–340. https://doi.org/10.1057/ejis.2011.56
Yeoh, G., & Yip, C. (2022, February 12). I spent $20,000 of my parents’ money on mystery boxes’: When lines between gaming and gambling are blurred. Https://Www.Channelnewsasia.Com/Cnainsider/Spent-Parents-Money-Mystery-Loot-Boxes-Gaming-Problem-Gambling-2050696.
Published
2025-02-28
How to Cite
COKKI, Cokki et al.
Gacha Addiction and In-App Purchases: A Study on Genshin Impact Players in Indonesia.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 20 - 32, feb. 2025.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/114011>. Date accessed: 25 mar. 2025.
doi: https://doi.org/10.24843/MATRIK:JMBK.2025.v19.i01.p03.
Section
Articles
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