The Effect of Valorant Gamers’ Perceived Value towards their Buying Intentions on Visual Goods in Malaysia

Fadilah, Siali and Elvin Law, Wei Long (2023) The Effect of Valorant Gamers’ Perceived Value towards their Buying Intentions on Visual Goods in Malaysia. In: BORNEO BUSINESS RESEARCH CONFERENCE (BRRC 2023), 23 August 2023, Raia Hotel Convention Centre, Kuching.

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Abstract

The gaming business has been seen incrementally growing in demand for in-game products such as ingame cosmetics, character customizations, in-game skins, and other virtual goods as the renown of esports and online gaming keeps on growing globally. The purpose of this research is to study the relationship between gamers’ perceived value of the in-game virtual goods and their buying intentions in the context of the Malaysian gaming market and in the newly released tactical first-person shooting game, Valorant. In the previous study about consumers’ perceived value and buying intentions, both factors have a strong relationship with each other, however mostly the research is done on tangible products and services in our daily life, and very little research studies on in-game visual goods. In order to proceed with the research, the researchers will be using a convenient sampling method to identify the sample size of the population of Valorant gamers because there is no exact number of populations of gamers on the Internet. An online questionnaire will be created using Google Forms and will be sent out to the respondents. A pilot test will also be conducted before releasing the actual questionnaire, which will be needed to test the reliability and validity of the question. In the end, this research can help to benefit the business field, especially those who want to venture into the gaming industry because the gaming industry has just recently been growing and there is a lot to learn from its unfamiliar market. Besides that, this research could also help widen the knowledge about visual goods in-game in the academic field, which will then lead to more research about visual goods in the future, creating a much more complete knowledge about the newfound context, which is gaming.

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