A mixed-method investigation of customers' motivation to purchase virtual items the case of microtransactions in multiplayer video games
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| Format: | Thesis |
| Kulcsszavak: | consumer behaviour consumption values microtransactions multiplayer video games virtual items |
| Online Access: | http://dolgozattar.uni-bge.hu/43293 |
| Abstract: | The way people use their free time has evolved dramatically in recent years, opening up new areas for investing activities. As a result, it is becoming increasingly difficult to ignore the rapid growth of micro-transactional businesses within the video game industry. The purpose of this paper is to understand this new market segment and analyse the consumption values of those who purchase in-game virtual items for real money. To gather sufficient responses a questionnaire had been formed to determine the values of individuals. Data was collected from 401 participants who had previous experiences in multiplayer video games. Afterwards, in-depth unstructured interviews were conducted to understand their incentives more deeply. The results show that individuals are keen on purchasing virtual items within video games, however, the majority of the target audience is ranging from teenagers to young adults who are in many cases still pursuing their studies, hence their consumptions are restricted money-wise. Emotional factors appeared to be the most present among the participants, where players are seeking to receive an authentic gaming experience from video games, which can be enhanced by character associations and aesthetic features. On the other hand, surprisingly, social factors found little to no connections among the participants. Additionally, it was also confirmed that individuals are consuming items due to their functionality, however they are not supporting their presence in all sorts of multiplayer games, as they found them to be competitively unfair. Recommendations for game developers are also provided. |
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