Factors affecting virtual products purchase intention in online games

The advancement of technology has led to revolutionary changes in the gaming industry. Games initially played solo or over local networks have gained a global dimension with the widespread use of the internet. The rapidly growing gaming industry, which attracts millions of players, has enriched and personalized players' experiences by incorporating virtual items into the games they develop. Understanding the factors that influence the intention to purchase virtual items is very important for game developers and marketing professionals. This study aims to identify the factors influencing the intention to purchase virtual items in online games within the framework of consumption values. The research data were obtained from participants aged 18 and over through an online survey using a convenience sampling method, with a total of 405 individuals included in the study. In analyzing the data obtained from the participants, t-tests, ANOVA, and multiple regression analysis were employed. Upon examining all demographic factors, it was observed that age significantly differed according to emotional and social value. Additionally, it was found that participants' daily online gaming time differed according to functional and emotional value. Other demographic variables included in the study did not show significant differences according to consumption values. According to the analysis results, it was found that functional and emotional value, as components of consumption values, had a positive impact on the intention to purchase virtual items in-game, while social value did not have a significant effect. The findings of this study contribute to the understanding of the intention to purchase virtual items in-game. At the end of the study, recommendations were made for game developers and future research.