Buying Game Derivative Products Is Different from In-Game Purchases: A Mixed-Method Approach

The consumption of games has received increasing attention due to their high profits and addiction issues. However, previous studies have focused mainly on players' in-game purchases, neglecting the purchase of game derivative products. This article provides the first exploration of the differences and similarities between in-game purchases and derivative product purchases with a mixed-method approach. A quantitative survey collected data from 9864 game players, and the results suggested that there were differences between in-game purchases and derivative product consumption in terms of consumption amount and number of participants, and that derivative product purchases had a stronger relationship with character attachment and game loyalty. Subsequent interviews were conducted with 22 players. The findings supported the quantitative results and revealed that players exhibited a distinct understanding of each type of purchase in terms of ownership. Overall, these findings contribute to the understanding of game derivative product purchases and explore the factors influencing in-game purchases and derivative product purchases. We strongly argue that the pattern of spending on game derivative products is very different from that of spending on in-game purchases and is, thus, worthy of dedicated research.