Microtransactions : A Study of Consumer Behavior and Virtual Goods/Services Among Students at Linköping University in Sweden

Sammanfattning: Within the realm of applications, a relatively new payment form has emerged: called Microtransactions. These small one-time payments (less than 10 Euros) offer an addendum to an existing app, service, or game. Microtransactions have generated a revenue stream largely due to the tech savvy segment of young adults aged 18 to 24, but there hasn’t been significant research from an academic perspective which sheds light on this trend. This issue prompted the research question: Which quantifiable elements of a Microtransaction contribute to a university student’s purchase decision? The phenomenon of Microtransactions has not previously been studied under traditional theories of consumer behavior, which is what the scope of this research provided. The consumer behavior theories selected include: Ego Depletion Theory, Extended Self, and Perceived Value Theory. The selected methodology was a quantitative survey and content analysis. The data collected partially supported Perceived Value Theory, but was unable to validate Ego Depletion and Extended Self as significant influences on purchasing behaviors of Microtransactions among university students. Although the theories were unable to support all our hypotheses, we still concluded with two major findings. First, pricing and functionality are the primary elements of a Microtransaction which university students will consider before purchasing. Second, the Perceived Value Theory’s consumption values of Emotion and Finance are, indeed, consumption values shared among university students.