Why do people buy virtual goods: A meta-analysis

نویسندگان

  • Juho Hamari
  • Lauri Keronen
چکیده

During the last decade, virtual goods have become an important target of consumption online (especially in games, virtual worlds and social networking services) amongst physical and digital goods. In this study we investigate the question of why do people purchase virtual goods by conducting a metaanalysis (random effects model) of the existing quantitative body of literature (24 studies) on the topic. The meta-analysis revealed an important aspect of value of virtual goods: contrary to traditional goods, the reasons why people purchase virtual goods are tightly connected to the platform where they are sold in. These findings underline the significance of service design and its relationship to the formation of value of virtual goods: the value of virtual goods is context-bound, and therefore, bound to the environment where they are usable in. Most factors that were found to be significant predictors of purchase behavior (such as network effects, self-presentation, enjoyment, ease of use, flow and use of the platform) are directly related to the aspects and design of the platform beyond the general attitudes towards virtual goods themselves. Moreover, we found that enjoyment and prolonged use of the platform were more important predictors for purchases in virtual worlds than in games.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Why do people buy virtual goods? Attitude toward virtual good purchases versus game enjoyment

In this study we investigate purchase behavior for virtual goods in three free-to-play game environments. In the modern free games, publishers sell virtual goods in order to generate revenue. However, game publishers face dire negative attitudes toward the business model as it can entice publishers to degrade the enjoyment of the game in order to sell more virtual goods that address the artific...

متن کامل

What do people buy when they don't buy health insurance and what does that say about why they are uninsured?

Using data from the Consumer Expenditure Survey, this study compares household spending on different goods by insured versus uninsured households, controlling for total spending and demographic characteristics. The analysis shows that uninsured households, on average, spend more on housing, food, alcohol, and tobacco compared to insured households. These results suggest that both prices and pre...

متن کامل

Helen Levy Thomas DeLeire What Do People Buy When They Don ’ t Buy Health Insurance and What Does that Say about Why They Are Uninsured ?

Using data from the Consumer Expenditure Survey, this study compares household spending on different goods by insured versus uninsured households, controlling for total spending and demographic characteristics. The analysis shows that uninsured households, on average, spend more on housing, food, alcohol, and tobacco compared to insured households. These results suggest that both prices and pre...

متن کامل

Does More Money Buy You More Happiness?

Why do we believe that more money will buy us more happiness (when in fact it does not)? In this paper, we propose a model to explain this puzzle. The model incorporates both adaptation and social comparison. A rational person who fully accounted for the dynamics of these factors would indeed buy more happiness with money. We argue that projection bias, the tendency to project our current refer...

متن کامل

بررسی تاثیر استفاده از تبلیغات پنهان بر قصد خرید مشتریان مبتنی بر نقش تعدیل گری متغیر جمعیت شناختی جنسیت و متغیر شهرت برند

Today, organizations, with the help of various advertising media, in order to identify and introduce their goods and services and declare their distinction with similar goods, are trying to send influential messages in order to encourage audiences to buy, and on the other hand, people are faced with a variety of advertising by a variety of media channels available at any time and place; this ha...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:
  • Computers in Human Behavior

دوره 71  شماره 

صفحات  -

تاریخ انتشار 2017