A Study on Multidimensional Value Mechanisms and Dynamic Mediation of In-Game Microtransactions: Based on Holbrook’s Consumer Experience Model

초록

Drawing on Morris B. Holbrook's consumer experience model, the study investigates how internal and external factors of game consumers influence spending intentions through immersion and interactive behavior. Prior research identified four sub-factors of internal/external determinants (hedonic, emotional, utilitarian, and social value) and two mediating factors (immersion, interactive behavior). An online survey was conducted among Chinese mainland consumers from March 5 to March 14, 2025, yielding 450 valid responses. Data were analyzed using SPSS 27.0 and AMOS 28.0 through frequency analysis, reliability analysis, factor analysis, correlation analysis, structural equation modeling (SEM), and mediation effect analysis to validate the hypotheses. First, the study confirmed that hedonic, emotional, utilitarian, and social values serve as primary drivers of players' in-game microtransactions (i.e., virtual goods consumption). These value dimensions significantly enhance players' spending intentions by satisfying diverse needs, including gaming enjoyment, functional utility, emotional fulfillment, and social connectivity. This study advances the understanding of game consumption behavior by integrating multidimensional value theory with mediation analysis. It demonstrated that hedonic value amplifies social motivation by 27% through immersion (β= 0.554), thereby challenging the traditional static dichotomy of value in prior research. This finding aligned with Holbrook’s consumer experience model, revealing that emotional and social values, not just functional needs, shape consumption behavior. From a practical standpoint, the study proposed a narrative-driven monetization framework. It showed that enhancing emotional value, such as through character storytelling, can improve payment conversion by 32% (p<0.001). These insights provided strategic direction for developers and marketers aiming to optimize immersive and socially engaging game design elements.

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