THE STUDY OF MICROTRANSACTIONS FOR CONSUMER BEHAVIOR OF PLAYER IN ONLINE GAMES

Abstract

This quantitative study aimed to (1) investigate player behavior in utilizing microtransaction systems in online games, (2) examine key determinants influencing spending decisions, and (3) assess player satisfaction. A sample of 400 undergraduate students from Khon Kaen University was selected through simple random sampling. Data were collected using a validated questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Findings revealed that most respondents were male, aged 18–24, with a monthly income below 10,000 baht. Shooter games were the most preferred genre, and gameplay time averaged less than five hours per week. Players frequently engaged in microtransactions, primarily via bank transfers, spending less than 100 baht monthly most commonly during promotional periods. Loot boxes (gacha) were the most purchased items, with the main motivation being enhanced gameplay convenience, such as skipping waiting times. Overall satisfaction with microtransactions was high, particularly in perceived value for money. The study suggests that developers should employ user-centered design and promotional strategies, as these significantly influence player spending behavior and motivation.