Paper Type
Short
Paper Number
1856
Description
The virtual world as an alternative version of the real world has become a topic of interest to the IS discipline, and people interact in MMOGs to establish identities in association with avatars that represent themselves. Understanding why gamers in MMOGs purchase non-functional items becomes increasingly important as the gaming industry continues to shift toward a free-to-play business model and away from a "pay-to-win" culture. As a prototype for future virtual worlds, a theoretical approach is required to theorize how players interact with their avatars to realize social values and form attitudes and intentions regarding avatars in MMORPGs. Based on social cognitive theory and social identity theory, this study examines factors influencing players’ purchase intention of non-functional virtual items in MMOGs. It highlights how both avatar and group identification influence players’ purchase intention of non-functional virtual goods.
Recommended Citation
Chen, Jessica Hsiao-Fen; Fu, JenRuei Fred; Hsu, Chiung-Wen; and Hoang, Thi-Hang, "Understanding Why Players Purchase Non-Functional Virtual Goods in MMORPGs: The Role of Identification" (2024). PACIS 2024 Proceedings. 21.
https://aisel.aisnet.org/pacis2024/track17_socmedia/track17_socmedia/21
Understanding Why Players Purchase Non-Functional Virtual Goods in MMORPGs: The Role of Identification
The virtual world as an alternative version of the real world has become a topic of interest to the IS discipline, and people interact in MMOGs to establish identities in association with avatars that represent themselves. Understanding why gamers in MMOGs purchase non-functional items becomes increasingly important as the gaming industry continues to shift toward a free-to-play business model and away from a "pay-to-win" culture. As a prototype for future virtual worlds, a theoretical approach is required to theorize how players interact with their avatars to realize social values and form attitudes and intentions regarding avatars in MMORPGs. Based on social cognitive theory and social identity theory, this study examines factors influencing players’ purchase intention of non-functional virtual items in MMOGs. It highlights how both avatar and group identification influence players’ purchase intention of non-functional virtual goods.
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