Microtransactions is a relatively new concept within the gaming industry witha very large monetary value for businesses. Companies utilize persuasivedesign strategies such as time-based scarcity in order to incentivize players tospend money on microtransactions which in turn creates addiction towardsmicrotransactions. The purpose of this paper is to explain the addictiveinfluence limited time scarcity possesses on purchase intention for randomizedvirtual cosmetics (RVC) or definite virtual cosmetics (DVC), and which ofRVC and DVC carries the stronger influence. To arrive to a fitting conclusion,a quantitative method was utilized in order to collect the data required. Sincethis research is explanatory in nature and built on existing research, a crosssectional approach was utilized. Two hypotheses were tested, and aquestionnaire was conducted. The findings from this study suggest that bothRVC and DVC has an impact on purchase intention, however RVC proves tocarry a stronger influence than DVC.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-121331 |
| Date | January 2023 |
| Creators | Dietrichsteiner, Sebastian, Hukic, Amir |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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