Mobile massively multiplayer online role-playing games (MMORPGs) effectively motivate players to purchase in-game items, but the factors underlying purchase behavior in mobile MMORPGs remain inadequately understood. Utilizing the Wixom and Todd framework, our study explores how technological characteristics, gameplay experience, and attitudes drive players’ purchase behavior. Through online surveys and interviews, we found that advancement motivation and immersion significantly influence purchase intentions, with immersion being impacted by aesthetic design, customization, and sociability. This research expands the application of the Wixom and Todd framework into the realm of gaming and refines the immersion concept in the mobile MMORPG context.

中文翻译：

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为什么玩家要花钱购买移动大型多人在线角色扮演游戏？Wixom 和 Todd 框架


移动大型多人在线角色扮演游戏 （MMORPG） 有效地激励玩家购买游戏内物品，但移动 MMORPG 购买行为背后的因素仍未得到充分了解。利用 Wixom 和 Todd 框架，我们的研究探讨了技术特征、游戏体验和态度如何驱动玩家的购买行为。通过在线调查和访谈，我们发现进步动机和沉浸感会显著影响购买意愿，而沉浸感会受到美学设计、定制和社交能力的影响。这项研究将 Wixom 和 Todd 框架的应用扩展到游戏领域，并完善了移动 MMORPG 环境中的沉浸感概念。