How are purchase intentions of virtual items in multiplayer online games affected? A Thematic and Structural analysis

Articles in Press

Document Type : Research Paper

Authors

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

2 Associate Professor Department of Management University of Isfahan

3 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 thorough framework of influencing factors has not been established by previous study, and important variables in this field are not well defined. Therefore, the present study provides an exploration to find and classify the factors affecting the intention to purchase virtual items in multiplayer online games and assesses the degree of influence of the variables to discover the key factors. Semi-structured interviews are used to collect data. Three main themes—individual, social, and platform-related factors—as well as eighteen sub-themes were identified using thematic analysis as factors influencing purchase intention. In the next stage, structural analysis was conducted to present the degree of influence and dependence of each variable. As a thorough investigation, this study can serve as a basic framework, and future research can add freshly discovered elements into the classification provided by this work. This study also helps game developers to have a better understanding of player behavior in multiplayer online games and improve virtual product development strategies.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 28 September 2025

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