Examining cosmetic virtual item purchase in World of Warcraft: A theory of consumption values perspective

Abstract

The online gaming market has grown drastically in the recent years. However, instead of the actual game sales, most of the profits now come from selling virtual items in-game for real money. To support this, many games are moving away from a subscription-based model and into a free-to-play model. World of Warcraft is one of the few major MMOs still utilizing a subscription-based model, and thus provides an interesting context in which cosmetic virtual items are bought for real money.

This study took the theory of consumption values literature as a main theoretical framework from which to approach this concept. Also, theory on virtual item purchase, and cosmetic items specifically, was used to build a framework for this study. The theoretical framework was based on a modification of the original theory of consumption values and combining it with previously unused parts from the original model. Therefore, this paper has a basis in previous research on the field, while also contributing to the research of (cosmetic) online game item purchase intention by introducing a new framework with which to inspect this phenomenon. As of late-2018, this study is the first to inspect cosmetic game item purchase intention in a pay-to-play online game.

An online questionnaire was used to gather responses from World of Warcraft players from official and unofficial forums, closed Facebook groups and specific sub-Reddits. The final sample size for the study was 202. Exploratory and confirmatory factor analysis was run on the results to confirm framework validity, and structural equation modeling was used to form a new framework (p < ,000) with which to examine cosmetic online game purchasing behaviour.

The primary findings of this paper indicate that an increase in visual authority (i.e. status) will increase the enjoyment players derive from using cosmetic game items, which in turn leads to an increased intention to purchase said items. Furthermore, a higher perceived value for money leads to an increased intention to purchase said items. Other factors, such as perceived network size, were found to not influence intention to purchase. In other words, cosmetic virtual item purchasing intention is influenced by social, emotional and monetary values.

This paper has contributed to present scientific knowledge on both the theory of consumption values and cosmetic game item purchase by examining them in the context of World of Warcraft, and subsequently developing a new structural framework through which said purchasing can be examined more accurately. The findings are also in line with previous research done in World of Warcraft in similar contexts.

Managerial implications are also discussed, and new ways of offering cosmetic virtual items are examined, such as offering them as limited-time accessories for World of Warcraft’s e-sports tournaments Additionally, limitations of this study and avenues for further research are discussed.