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Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment

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  • Hamari, Juho

Abstract

In this study we investigate purchase behavior for virtual goods in three free-to-play game environments. In the modern free games, publishers sell virtual goods in order to generate revenue. However, game publishers face dire negative attitudes toward the business model as it can entice publishers to degrade the enjoyment of the game in order to sell more virtual goods that address the artificial gaps in the game. This study focuses on this looming question in the game industry whether people buy virtual goods because they enjoy the game and want to keep on playing it or rather because their attitudes toward virtual goods are favorable and they believe it is also accepted in the peer-group. Player responses (N=2791) were gathered from three different game types: social virtual world (Habbo) (n=2156), first-person shooters (n=398), and social networking games (Facebook games) (n=237). The results support both main hypotheses (1) enjoyment of the game reduces the willingness to buy virtual goods while at the same time it increases the willingness to play more of the game. Continued use, however, does positively predict purchase intentions for virtual goods. (2) Attitude toward virtual goods and the beliefs about peers’ attitudes strongly increase the willingness to purchase virtual goods. Beyond these interesting results the paper points to several further lines of inquiry.

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  • Hamari, Juho, 2015. "Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment," International Journal of Information Management, Elsevier, vol. 35(3), pages 299-308.
  • Handle: RePEc:eee:ininma:v:35:y:2015:i:3:p:299-308
    DOI: 10.1016/j.ijinfomgt.2015.01.007
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    References listed on IDEAS

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    Cited by:

    1. Koivisto, Jonna & Hamari, Juho, 2019. "The rise of motivational information systems: A review of gamification research," International Journal of Information Management, Elsevier, vol. 45(C), pages 191-210.
    2. Banuri, Sheheryar & Nguyen, Ha, 2023. "Borrowing to keep up (with the Joneses): Inequality, debt, and conspicuous consumption," Journal of Economic Behavior & Organization, Elsevier, vol. 206(C), pages 222-242.
    3. Kim, Myung Ja & Hall, C. Michael, 2019. "A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors," International Journal of Information Management, Elsevier, vol. 46(C), pages 236-249.
    4. Ahn, Suhyoung & Ellie Jin, Byoungho & Seo, Hyesim, 2024. "Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation," Journal of Business Research, Elsevier, vol. 175(C).
    5. Hamari, Juho & Koivisto, Jonna, 2015. "Why do people use gamification services?," International Journal of Information Management, Elsevier, vol. 35(4), pages 419-431.
    6. Huang, Han-Chung & Cheng, T.C.E. & Huang, Wei-Fan & Teng, Ching-I, 2018. "Impact of online gamers’ personality traits on interdependence, network convergence, and continuance intention: Perspective of social exchange theory," International Journal of Information Management, Elsevier, vol. 38(1), pages 232-242.
    7. Hamari, Juho & Keronen, Lauri, 2017. "Why do people play games? A meta-analysis," International Journal of Information Management, Elsevier, vol. 37(3), pages 125-141.
    8. Hamari, Juho & Hanner, Nicolai & Koivisto, Jonna, 2017. "Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games," International Journal of Information Management, Elsevier, vol. 37(1), pages 1449-1459.

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