Moderator role of generations on the effect of microtransactions on consumer behavior: A research on Y and Z generations in the video game industry

Microtransactions, which are among the monetization models of almost all video games, are one of the most important tools in the video game industry. The purpose of this study is to research the moderator effect of generations on the effect of microtransactions on purchase intention. Examined literature shows, that this relationship has not been addressed in the international area. Filling this gap in the literature will constitute the originality of the research. The sample of the research was selected from 307 people living in Istanbul, Ankara, or Izmır using the snowball sampling method. Research data were collected face to face and online by the survey. The data were analyzed using the SPSS software. Exploratory factor analysis, reliability analysis, correlation analysis, regression analysis, and ANOVA analysis were applied to the data. The findings of this research show; that generations do not have a statistically significant effect on the effect of microtransactions on purchase intention.