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Virtual goods are usually classified as services. The popular instant messenger LINE, with its stickers, is one of the most successful business models for virtual goods. Our study explores the intention to purchase virtual goods and examines the critical successful factors in LINE stickers. We propose a theoretical model based on perceived value, satisfaction, personal innovativeness, and reference group acceptance. Our key findings reveal (1) the significant influence of individual perception, personal characteristics, and social influence and (2) the key role of personal innovativeness in in-app purchases using mobile social media.

Are Consumers More Willing to Pay for Digital Items in Mobile Applications? Consumer Attitudes toward Virtual Goods