• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(3): 200-204 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.3.699

Predicting Players’ Consuming Tendency for Different Props by Big Five Personality Traits

Zihan Zhao

Abstract—Does your personality determine what props you would like to buy in online games? The present study addressed this question through conducting an online survey that aimed to test how players’ consuming propensity to certain types of in-game props relates to their big five personalities. The online survey contained questions from Big Five Inventory (BFI-44) that tested on big-five personality traits (openness, conscientiousness, extraversion, agreeableness, and neuroticism) and questions that tested on participants' willingness to pay for props that serve different purposes (social, aesthetic, and combat). Results showed that only openness-to-experience was negatively related to players' buying tendency of socialization props and no significant relationship was found between other personality traits and consuming tendencies. The current study is one of the first few studies that investigate a player's consuming behavior in relation to their personality. It provides insights for game companies to increase their understanding of players and their consumption characteristics. More future research in this area will facilitate game companies to optimize their in-game props design and marketing strategy. 

Index Terms—Big-five personality traits, virtual goods, consumer behavior.

Zihan Zhao is with Department of Psychology, Colby College, 04901, Maine, United States (e-mail: zzhao21@colby.edu).

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Cite:Zihan Zhao, "Predicting Players’ Consuming Tendency for Different Props by Big Five Personality Traits," Journal of Economics, Business and Management vol. 10, no. 3, pp. 200-204, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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