Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention

Wu, Shu-Ling; Hsu, Chiu‐Ping

doi:10.1016/j.jbusres.2018.07.035

Cited by 88 publications

(60 citation statements)

References 53 publications

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“…However, Tamborini et al (2011) propose that game enjoyment only explained about half of the variance in self‐reported entertainment experiences. This is supported by recent studies that suggest consumers also seek self‐worth (Liao et al, 2020), impression management (Chen & Chen, 2020), and authenticity (Wu & Hsu, 2018) in their gameplay. Indeed, during national and regional pandemic lockdowns across many countries, consumers are said to have played MMORPGs more for socialization than hedonism (D'Anastasio, 2020; Lufkin, 2020).…”

Section: Introductionsupporting

confidence: 63%

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Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs

Wang

Hang

2021

Psychology and Marketing

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The consumption of virtual items and other forms of in‐game content is rapidly increasing in the Massively Multiple Player Online Role‐Playing Games market. While psychological need satisfaction obtained through purchasing virtual items to achieve hedonic game experience remains at the center of the debate, most of these studies neglect the eudaimonic game experience and do not differentiate between the psychological experiences from functional items and nonfunctional items. Our research employs the eudaimonic game experience perspective to explore the psychological need satisfaction individuals achieve through purchasing functional and nonfunctional items. From interviews with 25 players, a novel finding is that, while competence, autonomy, relatedness, and purpose in life contribute to one's eudaimonic game experience, each psychological need has its own unique dimensions for different virtual product types. Competence and purpose in life are needs driven by two factors: inner‐directed consumption intention, emphasizing aspiration for authenticity and personal growth; and other‐directed consumption intention, focusing on motivations that elicit, for example, positive responses from others and receiving social awards. Such results are only apparent for functional items but not for nonfunctional items. In contrast, autonomy and relatedness are needs explained by one's inner‐directed consumption intention, across both product types.

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Section: Introductionsupporting

confidence: 63%

“…The perceived authenticity of players’ virtual experience seems to determine their purchase intentions of in‐game items (Wu & Hsu, 2018). In particular, Wu and Hsu (2018) assume players are more likely to purchase in‐game items when these are perceived as authentic.…”

Section: Resultsmentioning

confidence: 99%

Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs

Wang

Hang

2021

Psychology and Marketing

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“…Players are often willing to invest in virtual items to enhance their game performance (Hamari and Lehdonvirta, 2010;Park and Lee, 2011). Functional or instrumental props are used by players to increase the offensive or defensive powers of their characters, whereas decorative or expressive props are purchased to alter the appearances of their characters (Lin and Sun, 2007;Wu and Hsu, 2018). Both props ultimately strengthen the character's competency in the game context (Guo and Barnes, 2009).…”

Section: Game Character Congruence With the Ideal Selfmentioning

confidence: 99%

“…A game character, interchangeably used with the concept of an avatar (e.g. Hefner et al, 2007;Soutter and Hitchens, 2016;Wu and Hsu, 2018), is defined as the embodiment of the player in virtual environments (Ducheneaut et al, 2009). Most game characters are fictional, interactive, and graphical representations of the player in the game world including human characters (e.g.…”

Section: Introductionmentioning

confidence: 99%

I am you, you are me: game character congruence with the ideal self

Park

2020

INTR

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PurposeThe purpose of this research is to examine the effects of congruence between the ideal self-image of a game player and the game character on identification and interaction with the game character, perceived game power and performance, character attachment and willingness to spend money on the game character.Design/methodology/approachA total of 347 online game players participated in an online survey posted via the nationwide crowdsourcing web service Mechanical Turk in the US. A structural equation modelling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.FindingsThe results revealed a significant positive impact of congruence between a game character and the ideal self-image of a game player on identification and interaction with the game character, perceived game power, game performance, attachment to the game character and willingness to spend money on the game character.Originality/valueAlthough significant research has been conducted in the area of online gaming, limited attention has been given to the strategic game content that stimulates a player's intention to purchase game items. Due to the challenges in sales growth in the game industry caused by business model shifts from a subscription-based model to a free-to-play one, it is important for marketing practitioners to motivate game players to continue playing the game and purchase game items. The results of this study provide valuable strategic insights to overcome the limitations of existing marketing strategies in the online game business.

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“…In gaming contexts, avatar identification refers to the extent to which gamers regard the avatars as an extension of themselves (Moon et al, 2013), absorbing gamers (Li et al, 2013), motivating gameplay (Banks and Bowman, 2016;Sioni et al, 2017;Van Looy et al, 2012) and encouraging the purchase of virtual items (Wu and Hsu, 2018). Therefore, gamers would be motivated to frequently engage as their extensions, i.e., avatars.…”

Section: Identification and Loyalty Among Online Gamersmentioning

confidence: 99%

How avatars create identification and loyalty among online gamers

Teng

2019

INTR

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Purpose Online games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an extension of themselves) is known to be related to online gamer loyalty. However, few studies have examined how avatars could be designed to enhance avatar identification and online gamer loyalty, indicating a gap. Therefore, the purpose of this paper is to contextualize self-affirmation theory into online gaming contexts, identified key theoretical elements and examined how they are related to avatar identification and online gamer loyalty. Design/methodology/approach This study surveyed 1,348 massively multi-player online role-playing game players, and their responses were analyzed using structural equation modeling. Findings The analytical results indicate that irreplaceability within a team and avatar customization are positively related to unique avatar image, while avatar customization is positively related to positive avatar image. Moreover, avatar physical attractiveness and avatar ability to achieve are positively related to positive avatar image. Both unique and positive images of an avatar (as perceived by the user) are positively related to avatar identification, and further to online gamer loyalty. Originality/value This study proposes new constructs: irreplaceability within a team, avatar ability to achieve, unique avatar image and positive avatar image. Such new constructs provide insights to aid electronic commerce managers in avatar design, thus instilling gamer identification with avatars, and thus loyalty.

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Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention

Cited by 88 publications

References 53 publications

Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs

Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs

I am you, you are me: game character congruence with the ideal self

How avatars create identification and loyalty among online gamers

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