Motivational Theory Perspective of Factors Influencing MOBA In-game Items Purchase: A Fuzzy DEMATEL Approach

Understanding why users purchase in-game items in mobile multiplayer online battle arena (MOBA) games remains a critical concern for game providers and managers, despite numerous studies on user behavior in free-to-play games. This study explores the motivations driving users’ in-game purchases by examining the interrelationship between extrinsic and intrinsic motivational factors. Drawing on an extensive literature review and data collected from 10 qualified Turkish PUBG experts, this study employs the fuzzy DEMATEL method to assess the relative significance of these motivational factors influencing in-game purchases. The findings indicate that functional quality and customization exert the most substantial influence on purchase intention. Moreover, the study reveals relationships among factors such as functional quality, customization, price utility, and rewards, which shape users’ perceived enjoyment, ease of use, expectancy, and playfulness, consequently driving in-game purchases. The implications of these findings are valuable for MOBA game developers and managers, offering crucial insights into the determinants influencing users’ intentions to buy in-game items. This research serves as a guide for game providers in understanding and addressing these pivotal factors.