Factors that influence the Maltese consumer鈥檚 purchases in video game microtransactions

Abstract

This dissertation investigates the psychological factors influencing Maltese consumers' purchasing decisions regarding video game microtransactions. Utilising a quantitative analysis of data collected from 186 respondents in Malta, who have engaged in real money transactions within games, the study examines the impact of perceived value, enjoyment, satisfaction, social interaction, and loss aversion on the purchasing behaviour towards different types of microtransactions, including cosmetic items, pay-to-win, and loot boxes. These findings indicate that the purchase of cosmetic microtransactions is significantly influenced by perceived enjoyment and satisfaction, alongside notable effects from loss aversion. For Pay-to-Win transactions, perceived value and social interaction and influence are the primary determinants. Conversely, the purchase of loot boxes is predominantly affected by perceived enjoyment and satisfaction, with an additional impact from social interaction and influence. Moreover, feedback from players underscores the importance of fairness, transparency, and ethical practices in microtransactions, reflecting a demand for better industry standards that align with consumer expectations and enhance satisfaction. This research underscores the necessity for game developers and marketers to consider these psychological factors to optimise monetization strategies effectively while ensuring consumer satisfaction and ethical standards.