THE INFLUENCE OF INTRINSIC AND EXTRINSIC MOTIVATION ON PURCHASE MOTIVATION AND ITS IMPACT ON PLAYER SATISFACTION AND ENGAGEMENT IN GENSHIN IMPACT

Abstract

The Free-to-Play (F2P) gaming industry has rapidly evolved with monetization strategies based on virtual goods. Genshin Impact is a successful example, leveraging digital item purchases to drive revenue. This study aims to analyze the influence of intrinsic and extrinsic motivation on purchase intention and continuance usage in this game. Using the Self-Determination Theory (SDT) approach, the study explores how enjoyment, challenge, satisfaction, social influence, and perceived value affect player behavior. Data was collected through an online survey of 385 active players who have purchased virtual goods. Data analysis was conducted using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results indicate that enjoyment and satisfaction significantly influence continuance usage, while social influence and perceived value play a more dominant role in purchase intention. Additionally, continued usage strengthens purchase intention among players. These findings provide valuable insights for game developers in designing monetization strategies that maintain gameplay balance. Academically, this study contributes to the literature on player motivation in F2P games and offers a deeper understanding of the factors driving player engagement and spending behavior.