FACTORS THAT INFLUENCE THAI CUSTOMERS' PURCHASES OF VIDEO GAME MICROTRANSACTIONS

Abstract

Because of the increasing influence of video game monetization, which provides consumers with an in-game advantage, unique virtual objects that can be purchased with real money. The objective of this study was to discover the correlation between gaming-related features and Thai customers purchasing microtransactions in video games across all platforms. The purpose of this research is to look into and analyze the factors that influence Thai customers' purchases of video game microtransactions. This thematic paper employed quantitative methodology, gathering information from 103 respondents who had recently played video games and purchased in-game items/skins/in-game currency/loot boxes with real money. SPSS factor analysis was used to analyze the collected data. According to the research, four key factors influence Thai customers to purchase video game microtransactions: in-game aesthetic, in-game social status, sale and promotion, and satisfaction. The combination of the four aforementioned components has been shown to encourage Thai consumers to spend money on video game microtransactions. That data could be used by video game developers and marketers to prioritize monetization approach in video games that better serve Thai consumer purchasing behavior.