“…Previous research has found non-functional virtual items to be largely hedonically motivated. First, these items broadly increase enjoyment through increased multisensory (e.g., visual or audio) appeal in the game (Turel, Serenko, and Bontis, 2010;Hamari, Keronen and Alha, 2015). Second, these items operate as a means of self-expression, allowing players to express their actual or ideal selves through their online characters (Lehdonvirta, 2005(Lehdonvirta, , 2009; see also Berthon et al, 2010).…”