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Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs

Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs
Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs
The consumption of virtual items and other forms of in‐game content is rapidly increasing in the Massively Multiple Player Online Role‐Playing Games market. While psychological need satisfaction obtained through purchasing virtual items to achieve hedonic game experience remains at the center of the debate, most of these studies neglect the eudaimonic game experience and do not differentiate between the psychological experiences from functional items and nonfunctional items. Our research employs the eudaimonic game experience perspective to explore the psychological need satisfaction individuals achieve through purchasing functional and nonfunctional items. From interviews with 25 players, a novel finding is that, while competence, autonomy, relatedness, and purpose in life contribute to one's eudaimonic game experience, each psychological need has its own unique dimensions for different virtual product types. Competence and purpose in life are needs driven by two factors: inner‐directed consumption intention, emphasizing aspiration for authenticity and personal growth; and other‐directed consumption intention, focusing on motivations that elicit, for example, positive responses from others and receiving social awards. Such results are only apparent for functional items but not for nonfunctional items. In contrast, autonomy and relatedness are needs explained by one's inner‐directed consumption intention, across both product types.
MMORPGs, eudaimonic game experience, functional items, nonfunctional items, psychological needs, virtual items
0742-6046
1847-1862
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
Hang, Haiming
5473d6b2-3bb1-4c8d-b9f2-16480bc941ba
Wang, Weisha
3b06920a-f578-41b8-a356-7e2da53d3bf6
Hang, Haiming
5473d6b2-3bb1-4c8d-b9f2-16480bc941ba

Wang, Weisha and Hang, Haiming (2021) Exploring the eudaimonic game experience through purchasing functional and nonfunctional items in MMORPGs. Psychology and Marketing, 38 (10), 1847-1862. (doi:10.1002/mar.21503). (In Press)

Record type: Article

Abstract

The consumption of virtual items and other forms of in‐game content is rapidly increasing in the Massively Multiple Player Online Role‐Playing Games market. While psychological need satisfaction obtained through purchasing virtual items to achieve hedonic game experience remains at the center of the debate, most of these studies neglect the eudaimonic game experience and do not differentiate between the psychological experiences from functional items and nonfunctional items. Our research employs the eudaimonic game experience perspective to explore the psychological need satisfaction individuals achieve through purchasing functional and nonfunctional items. From interviews with 25 players, a novel finding is that, while competence, autonomy, relatedness, and purpose in life contribute to one's eudaimonic game experience, each psychological need has its own unique dimensions for different virtual product types. Competence and purpose in life are needs driven by two factors: inner‐directed consumption intention, emphasizing aspiration for authenticity and personal growth; and other‐directed consumption intention, focusing on motivations that elicit, for example, positive responses from others and receiving social awards. Such results are only apparent for functional items but not for nonfunctional items. In contrast, autonomy and relatedness are needs explained by one's inner‐directed consumption intention, across both product types.

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Exploring the eudaimonic game experience_06.05.2021 - Accepted Manuscript
Restricted to Repository staff only until 5 May 2023.
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Accepted/In Press date: 5 May 2021
Keywords: MMORPGs, eudaimonic game experience, functional items, nonfunctional items, psychological needs, virtual items

Identifiers

Local EPrints ID: 449281
URI: http://eprints.soton.ac.uk/id/eprint/449281
ISSN: 0742-6046
PURE UUID: b6bea6f6-eeef-4934-a992-bec5cac5f249
ORCID for Weisha Wang: ORCID iD orcid.org/0000-0002-2985-3416

Catalogue record

Date deposited: 21 May 2021 16:31
Last modified: 26 Nov 2021 03:02

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Contributors

Author: Weisha Wang ORCID iD
Author: Haiming Hang

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