What motivates people to purchase virtual items via gacha mechanics of video games? A case study of Chinese game players

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What motivates people to purchase virtual items via gacha mechanics of video games? A case study of Chinese game players

Game industry is booming nowadays. Regarding the rapid expansion of global games market, more companies have not only devoted themselves to entertain consumers, but have also kept on innovating the business models to adapt to the times. Thus, a variety of new monetization methods are created by comb...

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Bibliographic Details
Main Author:	Zeng, Ziyan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2018
Subjects:	video game in-game purchases gacha mechanism gambling
Online Access:	https://eprints.nottingham.ac.uk/54076/

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