Correlates of purchase behaviour in young consumers of video games with microtransactions

Abstract

Microtransactions have sparked serious concern for their potential to exploit the psychologically vulnerable. This study investigates variables hypothesised to be associated with microtransaction expenditure and extrapolates how these gamified principles can be ethically repurposed for educational contexts. This study utilises a quantitative cross-sectional design, recruiting an international sample of 1,265 participants primarily through online gaming communities. The study compared Younger Players (< 25) against Older Players (≥ 25) using psychometrics assessing Fear of Missing Out (FoMO), Susceptibility to Interpersonal Influence (SUSCEP), Buying Impulsivity (BIS), and Consumers’ Need for Uniqueness (CNFU-S), alongside analysing sociodemographic variables, motivations, gaming habits and expenditure. The analysis revealed Older Players significantly outspent Younger Players, challenging the perception that such vulnerability is youth-dominated. BIS was identified as the strongest correlate of spending across the lifespan, suggesting these mechanics are effective regardless of age. Older Players exhibited an association between spending and both information-seeking behaviour (a subscale of SUSCEP) and CNFU-S. Furthermore, while competition is often assumed to be a gaming motivator, participants in both groups reported stronger motivation for cooperative and social gameplay elements, supporting a pedagogical shift towards collaborative learning. The study underscores the necessity of curriculum design that addresses digital and financial literacy as well as impulse control for students of all ages. By understanding the engaging elements of game design, educators can design learning experiences that create intrinsic motivation in learning.