The effect of perceived fun from MMORPG's donation item on the player's intent to donate

Abstract

Background This study aims to predict that donations through play will be different from usual donations, because massively multiplayer online role-playing games(MMORPGs) are play for fun. The purpose of this study is to investigate the influence of the perceived fun variables of donation items on the intention to continue in-game donations via the player's donation utility. Methods World of Warcraft, which has been steadily providing in-game donations since 2009, was selected as the experimental game, and an online survey was conducted to players who experienced World of Warcraft. We analyzed the impact of the fun elements of Warcraft donation items(pets) and player's donation utilities on in-game donation intentions through regression analysis. Results Among the perceived fun variables, the sensory and imaginary variables had a positive effect on maintaining donation intention. The challenging variables had a positive effect on the demonstrable and emotional usefulness of the player, while the social variables had a positive impact on the demonstrable donation utility. The imaginary variables positively influenced the intention to continue donation through the intervention of the player's donation utility. Conclusions World of Warcraft's donation items(pets) allowed us to continue in-game donations from 2009 to present by applying in-game fun elements with no separation between the game and in-game donation activities. By considering the sensory and imaginary fun variables and the player's demonstrable utility on the process of designing in-game donation items, we will be able to draw consistent and positive in-game donations.