Abstract
With the increasing popularity of online games, more and more studies have been undertaken to identify key factors impacting users’ acceptance of online games. However, even game designers noticed most of these key factors long time ago, the average life cycle of a game is still very low. This study is trying to research the online game from game developers’ perspectives. One of the main strategies to extend the game life cycle is to stimulate game players’ impulse purchase in the game. This study evaluate the effects of temptation on game players’ unplanned purchases. We propose that temptations in the online games associated with players’ flow experiences, and further influence their intentions of impulse purchases.