How Are Purchase Intentions of Virtual Items in Multiplayer Online Games Affected? A Thematic and Structural Analysis

Document Type : Research Paper

Authors

Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

10.22059/ijms.2025.394543.677603

Abstract

Multiplayer online games have generated good revenue through the sale of various items. Providing the appropriate in-game products and increasing revenue from the sale of items is possible by better understanding the factors affecting players' purchasing intentions. A review of past research in the field of multiplayer online games indicates that a comprehensive framework of factors influencing the intention to purchase virtual items has not been established by previous studies, and key variables are not well defined. Therefore, the present study provides an exploration to find and classify the factors influencing the intention to purchase virtual items in multiplayer online games and evaluates the influence of variables to discover the key factors. A mixed methods approach was used in this study. Experienced Iranian gamers who met the study's inclusion criteria participated in semi-structured interviews. Purposeful sampling was employed via a large-scale Telegram gaming channel. Thematic analysis was used to extract 18 influencing factors, categorized into individual, social, and platform-related dimensions.Subsequently, structural analysis, using the MICMAC technique, was applied to evaluate the relative influence and dependence of these factors. The study reveals that monetary benefits, friends’ opinions, and out-of-game interactions are the most influential drivers of in-game purchases. Additionally, factors such as competition, character identity, and self-protection were examined in more detail, yielding novel findings. This research provides a comprehensive framework for understanding in-game purchase decisions, incorporating both qualitative depth and quantitative structure. It extends existing literature by introducing emerging factors, and delivers actionable implications for game developers aiming to enhance monetization strategies through deeper consumer insight.

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Main Subjects

References

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Interdisciplinary Journal of Management Studies
Volume 19, Issue 2
April 2026
Pages 401-423

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