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Customer Behaviour of Microtransactions consumption amongst males 18-30 years of age

Farrell, Gary (2021) Customer Behaviour of Microtransactions consumption amongst males 18-30 years of age. Masters thesis, Dublin, National College of Ireland.

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Abstract

Video Game publishers and the video game industry have been focusing more and more on integrating microtransactions into their games. “What is the economic rationale for microtransactions and loot box revenue models, and are these models viable in the long term?” (McCaffery, 2019). These microtransactions can come in a number of forms such as season passes, loot boxes, player packs and many more. Season passes have become somewhat the norm in video games that are ‘free to play’ (games that are free to download and play) popular games such as Fortnite and Call of Duty Warzone use this module.

Chua et al. (2019) study looked at the consumer preference on paid game microtransactions. To determine any sort of consumer preference they looked into online game. The research then examined what genre of video games are sold in the mainstream market and how gamers play the games. From their research observations, they concluded that there are five categories of video games that can involve the use of microtransactions that can effect consumer experience and preference. The five attributes are mode, Genre, microtransactions, price and payment method.

The below study will be looking at five hypotheses 1: The effects of microtransactions on the video game industry from a consumer’s point of view. 2: Do consumers gain benefits from purchasing microtransactions? 3: Microtransactions a form of pay to win. 4: Microtransactions that consumers purchase & prefer 5: Microtransactions has increased gambling habits of gamers.

Key findings such as consumers preference in microtransactions are Season/Battle Pass where players are reward for game time as they unlock tiers in the pass that has be purchased. Consumer are willing to pay more for microtransactions in a free to play game compared to a purchased. These key findings are more are discussed later on in the study.

The biggest limitation during the study was the lack of academic journals. Further research is needed in the topic to get a better understanding in the future.

Item Type: Thesis (Masters)
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Computer Games. Video Games.
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Online Games
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 18 Feb 2022 10:08
Last Modified: 18 Feb 2022 10:08
URI: https://norma.ncirl.ie/id/eprint/5463

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