Why play and buy? : an exploratory research on the motivators of in-app purchases on UPRHS Senior High School students

Date

6-2024

Academic Strand

Science, Technology, Engineering, and Mathematics (STEM) Strand

Adviser

Romeo P. Lacro III

Principal

Buela, Mabel S.

Abstract

During the pandemic, plenty of people were stuck in their homes which led to a surge of people having gaming as their go to when it comes to entertainment and most popular types of oames tend to have a freemium model when it comes to its monetization. With that said, the purpose of this study is to identify the motivations when it comes to buying in online games, specifically Senior High School Ruralites. We also aim to evaluate the purchasing behavior of SHS Ruralites as well as to compare the motivations between those who buy and don't buy in online gaming. In order to collect this data, we performed a survey as well as data sampled with the use of Random Sampling in order to get a good sample of the population, where we got 119 participants. We asked the participants questions regarding their purchase behavior as well as used a 4 point Likert scale in order to identify the motivation through the use of the Theory of Functional Value. From the survey, we found that 52 participants play but do not buy, 46 participants play and buy, and 11 participants do not play and buy. For those who play and buy, finance is a factor that comes into play when deciding to buy an in-app purchase compared to those who don't buy and play. For the motivations of buy and don't buy players, both value the aesthetic value overall compared to the other values, meaning purchases that provide more customization and cosmetic options are what is more sought after for both players. Comparing the motivations of both players who buy and don't buy using statistical tests such as the Welch's T-Test and the Mann Whitney U Test, a significant difference were found in the Social Value and the Emotional Value indícating that players who buy in-app purchases have a higher tendency of buying ín-app purchases that have high values of these motivations compared to that of the players who don't buy. We recommend a more quantitative study in order to find more meaningful connections behind these motivations, and include other factors found in games such as monthly subscriptíons, as well as the topic regarding game addiction. The research paper may be used in order to facilitate other studies of this area especially those with similar populations.

Language

English

LC Subject

Capstone

Location

UP Rural High School

Document Type

Capstone

This document is currently not available here.

Share

COinS