Business models and pricing strategies in videogames industry.

Abstract

In our thesis we examine which factors have an influence on players' intention to buy virtual items. In order to examine these factors we created a research model and conducted an online survey. Especially, we included constructs from an IS (Information System) perspective as well as from a game centric approach. We analyzed the results using PLS-SEM method and we found out that the Game-centric constructs: customization options, in-game functionality features, prestige, participation and perceived enjoyment have a positive effect. We distinguished as the most important Game-centric constructs the customization options, the in-game functionality features and the prestige. IS-centric constructs such as performance expectancy, effort expectancy and perceived value are also important for players' intention to buy virtual items and they have a strong effect. These results can be useful to videogame companies which adopt business models that include virtual item transactions. Based on these results we suggest that videogame companies should offer virtual items taking into account the most important Game-centric constructs and establish or improve their virtual shops by taking into account the IS-centric constructs.