Virtual Economies: Factors Influencing In-Game Purchases and Players Commitment in Genshin Impact

Nguyen Thi Xuan Hong (2023) Virtual Economies: Factors Influencing In-Game Purchases and Players Commitment in Genshin Impact. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

The gaming industry has experienced unprecedented growth, emerging as a global entertainment giant with an estimated 3 billion gamers worldwide. The video gaming sector stands as one of the fastest-growing segments, projected to reach a staggering $473.7 billion by 2027. This surge is attributed to the widespread use of smartphones, tablets, and high-speed internet, making games more accessible and engaging. Within this thriving industry, game developers continuously innovate revenue-generating strategies. This thesis delves into the complex world of the gaming industry, specifically focusing on the free-to-play (F2P) model. Free-to-play games rely on in-app purchases, microtransactions, and virtual goods as key revenue streams, with in-game purchases emerging as a significant contributor to the sector's financial success. The study explores various monetization strategies, with a spotlight on the "gacha" system, known as the wish system. This mechanism allows players to obtain desired characters or items through an element of chance, raising ethical concerns related to addiction and gambling. Genshin Impact, a free-to-play game released by Mihoyo in 2020, has become a standout success, exceeding $4 billion in revenue by the end of 2022. As an avid player and content creator for Genshin Impact, the researcher initiated this study to unravel the motivations behind in-game purchases and assess player commitment based on spending patterns. The research is grounded in a unique perspective gained from active participation in gaming communities worldwide. The primary objectives of this research are fourfold. Firstly, it aims to uncover the internal motivations driving players to invest in virtual items and content. Secondly, it seeks to identify and comprehend the external influences shaping players' decisions regarding in-game purchases. Thirdly, the study explores the nuanced relationship between in-game purchases and player engagement, elucidating how financial transactions contribute to sustained involvement. Finally, the research sheds light on the impact of monetization strategies within the game, discerning their influence on purchase decisions and revealing the intricacies of virtual economies. With a comprehensive set of research questions and hypotheses, the study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. The research identifies and analyzes factors influencing players' decisions to make in-game purchases, assesses the impact of external factors on purchase decisions, investigates the relationship between spending money and increased commitment to the game, and examines the influence of various monetization strategies on player spending behavior and overall revenue generation. The quantitative phase involves a detailed survey, employing statistical methods such as correlation and regression analysis to examine various factors influencing players' decisions, including perceived value, marketing impact, social influence, wish system, and commitment. The qualitative phase comprises interviews, employing thematic and deductive coding to extract insights into players' perspectives, behaviors, and engagement with the game. Key findings indicate a diverse player demographic, substantial gender representation, and a global player base across different servers (Asia, Europe, America). The study reveals that players are indeed motivated by a positive perceived value for money. Players' choices to make purchases are shaped by both social media marketing and social influences, with the latter exerting a more significant impact on players. Spending money is found to be positively associated with increased commitment to the game. The wish system (gacha) emerges as a powerful motivator, particularly for younger age groups, underscoring its impact on player purchase behavior. In conclusion, this research contributes valuable insights into the intricate dynamics of player behavior, motivations, external influences, and monetization strategies within the gaming landscape, using Genshin Impact as a case study. The findings offer actionable insights for developers and contribute to the broader discourse on digital consumer behavior and virtual economics in the gaming industry.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment és Vállalkozás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	commitment, Consumer behavior, free-to-play model, gacha system, in-game purchases, monetization strategy, player engagement, purchase motivation, social influence, virtual economics
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jún. 28. 10:36
Utolsó módosítás:	2024. Jún. 28. 10:36

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