Research on the Virtual Item Consumption Willingness of MMORPG Players Based on the Theory of Basic Psychological Needs_Vol. 2 No. 5 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Research on the Virtual Item Consumption Willingness of MMORPG Players Based on the Theory of Basic Psychological Needs

DOI: https://doi.org/10.62517/jbm.202509504

Author(s)

Yueqi Wang*

Affiliation(s)

Department of Radio and Television Scriptwriting and Directing, Guangdong University of Finance & Economics, Guangzhou, China *Corresponding Author

Abstract

Based on the theory of basic psychological needs, this article deeply explores the influencing factors of players' willingness to consume virtual items in MMORPGs (Massively Multiplayer Online Role-Playing Games). By reviewing relevant literature and combining the characteristics of MMORPGs, this paper analyzes the mechanism of their influence on players' consumption willingness from three dimensions: autonomy need, competence need and relationship need, and verifies it through actual case analysis. The aim is to provide theoretical basis and practical guidance for game enterprises to understand players' consumption behavior and formulate marketing strategies.

Keywords

Basic Psychological Needs Theory; MMORPG; Virtual Props; Willingness to Consume

References

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