Predictors of consumer behaviour in video games with game-of-chance transactions

Abstract

Gacha games are a relatively new phenomenon in video games that have been steadily and globally rising in popularity. These games are generally free to play, with the expectation that a portion of the players spend money for the chance to obtain characters/items they want from a randomised system (similar to a lottery). This study aimed to examine some of the potential predictors of spending behaviour in Gacha games. Specifically, demographic characteristics, participant’s experience with Gacha, Fear of Missing Out, the Big Five Personality Traits and Susceptibility to Interpersonal Influence were considered. An anonymous online survey was disseminated to online gaming communities interested in Gacha. The sample consisted of 148 participants, the majority of whom were male. The average age was 23.7 years old (SD = 8.4). While Europe provided the largest continent sample group, the overall sample was quite internationally diverse. Tests of group differences and correlations were used to analyse collected data. The results indicated that Fear of Missing Out, the Big Five Personality Traits and Susceptibility to Interpersonal Influence had no statistically significant relationship to purchase behaviour within Gacha games. However, a weak, yet significant negative relationship between spending in Gacha and Susceptibility to Informational Influence; a subscale of Susceptibility to Interpersonal Influence was observed. Age, education level, and income were positively correlated with spending in Gacha games. North American participants were most likely to spend on Gacha than other continents. Additionally, PC players were more likely to spend than other platforms. Playing more than one Gacha game implicated more spending overall. The finding that Susceptibility to Informational Influence may predict decreased spending in Gacha has important implications. It implies information-seeking consumers are less likely to fall victim to problematic spending patterns. Efforts on consumer education should be encouraged, as apart from possibly having utility when Gacha is concerned, it is probably useful in other areas of general consumerism as well.