Hedonic Motives: Influencing players’ impulse buying purchases of virtual goods
(2019) BUSN39 20191Department of Business Administration
- Abstract
- Thesis purpose: This thesis aims to investigate the broad and well-established
phenomenon of impulse buying from a different and unexplored
angle. Furthermore, it seeks to explore if players purchase virtual
goods on impulse. In addition to this, the purpose of the study is
twofold, and it focuses on the examination of certain hedonic
motives and if they influence players to purchase on impulse. The
second purpose of this study is to test if age and gender, which
are demographic characteristics, are able to moderate the
relationship between hedonic motives and impulse purchases of
virtual goods.
Methodology: An explanatory study was selected since the problem being
examined is well-structured. Moreover, potential relationships... (More) - Thesis purpose: This thesis aims to investigate the broad and well-established
phenomenon of impulse buying from a different and unexplored
angle. Furthermore, it seeks to explore if players purchase virtual
goods on impulse. In addition to this, the purpose of the study is
twofold, and it focuses on the examination of certain hedonic
motives and if they influence players to purchase on impulse. The
second purpose of this study is to test if age and gender, which
are demographic characteristics, are able to moderate the
relationship between hedonic motives and impulse purchases of
virtual goods.
Methodology: An explanatory study was selected since the problem being
examined is well-structured. Moreover, potential relationships
between the independent variables (hedonic motives) and the
dependent (impulse purchases of virtual goods) were also
investigated.
Theoretical perspective: This thesis consists of three literature streams. The first one, refers
to the offline and online impulse buying, the second concerns the
hedonic motives and the final stream includes literature regarding
the video game industry.
Empirical data: Primary data was gathered through a web survey. Exactly 65
responses were selected from players who play video games and
purchase virtual goods.
Conclusion: By investigating the impulse buying phenomenon through the
video games category, light is shed upon an unexplored topic
where the literature is still scarce. Players’ purchase behavior was
studied through hedonic motives which were proven to affect
consumers’ buying decisions. The results indicated a significant
association between the hedonic motives and player’s intention to
impulsively purchase virtual goods. Moreover, the challenge
dimension which is not a hedonic motive was included in the
category since it affects players intention to play. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8980110
- author
- Dyulgerova, Hristiana LU and Devreli, Paraskevi LU
- supervisor
- organization
- course
- BUSN39 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- impulse buying, impulse purchases, video games, virtual goods, free-to-play games
- language
- English
- id
- 8980110
- date added to LUP
- 2019-09-25 16:19:45
- date last changed
- 2019-09-25 16:19:45
@misc{8980110,
abstract = {{Thesis purpose: This thesis aims to investigate the broad and well-established
phenomenon of impulse buying from a different and unexplored
angle. Furthermore, it seeks to explore if players purchase virtual
goods on impulse. In addition to this, the purpose of the study is
twofold, and it focuses on the examination of certain hedonic
motives and if they influence players to purchase on impulse. The
second purpose of this study is to test if age and gender, which
are demographic characteristics, are able to moderate the
relationship between hedonic motives and impulse purchases of
virtual goods.
Methodology: An explanatory study was selected since the problem being
examined is well-structured. Moreover, potential relationships
between the independent variables (hedonic motives) and the
dependent (impulse purchases of virtual goods) were also
investigated.
Theoretical perspective: This thesis consists of three literature streams. The first one, refers
to the offline and online impulse buying, the second concerns the
hedonic motives and the final stream includes literature regarding
the video game industry.
Empirical data: Primary data was gathered through a web survey. Exactly 65
responses were selected from players who play video games and
purchase virtual goods.
Conclusion: By investigating the impulse buying phenomenon through the
video games category, light is shed upon an unexplored topic
where the literature is still scarce. Players’ purchase behavior was
studied through hedonic motives which were proven to affect
consumers’ buying decisions. The results indicated a significant
association between the hedonic motives and player’s intention to
impulsively purchase virtual goods. Moreover, the challenge
dimension which is not a hedonic motive was included in the
category since it affects players intention to play.}},
author = {{Dyulgerova, Hristiana and Devreli, Paraskevi}},
language = {{eng}},
note = {{Student Paper}},
title = {{Hedonic Motives: Influencing players’ impulse buying purchases of virtual goods}},
year = {{2019}},
}