Virtual Gratification
🧠 Psych - 155/200
Hey Reader,
Remember few weeks back, I did a survey asking your opinion on NFTs and Web3.
One of the feedback I got requested “to learn more about metaverse and the human psych behind virtual gratification.”
I did some research and here’s some insightful studies to refer to!
What is it?
#1
Few literature studies have investigated the relationships between different uses and gratifications (U&Gs) of mobile instant messaging (MIM) apps, continuation, and purchase intentions.
To address this gap, the researchers aimed to examine the influence of the content, social, process, and technology U&Gs of MIM on continuation intentions toward MIMs, and purchase intentions toward virtual goods available on MIMs.
The study results suggest that exposure U&G has a significant positive association with MIM sticker purchase intentions. Some of the highlights are:-
Exposure U&G was positively associated with purchase intentions towards virtual goods.
Entertainment and affection U&Gs were positively associated with continuation intentions.
#2
Similarly, there have also been a research done amongst PUBG players. (a mobile game which has in-app purchases). The results concluded that,
In terms of Utilitarian gratification, it had a positive and significant effect on the decision to top up virtual items. This shows that all forms of achievement such as being able to beat other players in the game, having more power in the game, and being able to get a high title/status from other players are important things that can lead to virtual item buying behavior.
Utilitarian gratification has a positive and significant effect on perceived value. This shows that players interpret the value of the utility aspect (maximizing use) as everything that includes achievement/achievement and self-presentation.
While Social gratification does not affect the decision to top up virtual items. This shows that players are more concerned with aspects of social presence and social interaction is not a dominant factor by PUBG Mobile players in buying virtual items.
Social gratification has a positive and significant effect on perceived value. This shows that socialising activities in the game are things that include social presence and social interaction to form player satisfaction.
References & Studies: -
https://www.sciencedirect.com/science/article/pii/S0736585320300356
https://www.researchgate.net/publication/293707589_Virtual_gratification
https://ijefm.co.in/v4i9/Doc/10.pdf
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