Why Do People Buy Virtual Goods Ten Attributes That Influence Item Desirability

2. Why Do People Buy
Virtual Goods?
Ten Attributes That Influence Item
Desirability
Vili Lehdonvirta
Helsinki Institute for
Information Technology
Virtual Economy Research Network

3. Focus on user needs?

4. Focus on game
mechanics?

5. Focus on the virtual
goods themselves
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6. Attribute 1: Performance
Item
Mean price
Ice pick
23 000
+2 Ice pick
30 000
+4 Ice pick
55 000
+7 Ice pick
99 000
Ragnarok Online (2002)

7. Meso Magnet Item Pouch
With this item, your pet will With this item, your pet will collect
collect mesos dropped by a monster items dropped by a monster as it
as it passes by them. Applies only to passes by them. Applies only to your
your monster spoils. monster spoils.
Attribute 2: Functionality
Auto HP Potion Pouch Auto MP Potion Pouch
Pet will automatically consume Pet will automatically consume
potions by setting the HP alert in potions by setting the MP alert in
system option. Place the pouch in Pet system option. Place the pouch in Pet
Ability section at Pet Equip window in Ability section at Pet Equip window in
Equip window as well as the potion Equip window as well as the potion for
for Pet to consume in Pet HP section. Pet to consume in Pet MP section.
Wing Boots Binocular
With these boots, your pet will move With this Binocular AND Wing Boots,
to mesos/items dropped by monsters your pet will move to mesos/items
to collect them. Applies only to your dropped by monsters to collect them
monster spoils if not equiped with in a wider range than solely equipping
Magic Scales. Applies only with Wing Boots.
combination of which items you are
equiped with. (Meso Magnet, Item
Pouch)
MapleStory (2003)
Item Ignore Pendant
Magic Scales
This allows the pet to be selective in
With these scales, your pet will
picking up dropped items by avoiding
become knowledgable of ownership
selected items. Once the owner has
expiration of dropped mesos/items
learned the Trainer's Command, the
from monsters and will also pick them
Lead Pet needs to have the skill in
up. Applies only with combination of
order for it to be activated. Available
which items you are equiped with.
to a pet that can pick up mesos and
(Meso Magnet, Item Pouch)
items.
Pet Label Ring Pet Quote Ring
By equipping this ring, your pet will By equipping this ring, your pet will
get its own name tag. Only works get its own decorated quote box. Only
with Panda, Dino Boy, Dino Girl, works with Panda, Dino Boy, Dino
Monkey, Tiger, Rudolph, Robot, Mini Girl, Monkey, Tiger, Rudolph, Robot,
Yeti, Penguin, Jr.Balrog, Dragon, Jr. Travian (2004)
Mini Yeti, Penguin, Jr.Balrog, Dragon,
Reaper, Porcupine, Snowman, Skunk. Jr. Reaper, Porcupine, Snowman,
Skunk.

8. Attribute 3: Visuals and
sounds
Second Life (2003)

9. Attribute 4: Background
fiction
Uncharted Waters Online (2004)

10. Attribute 5: Provenance
Habbo (2000)

11. Attribute 6:
Customizability
Lineage (1998)

12. Attribute 7: Cultural
references
IRC-Galleria (2000)

13. Attribute 8: Licenses
Character Sam-
Soon Kim from a Ken from
TV drama
Elf from Lineage Street Fighter
A Korean Catwoman from
supermodel the movie
Cyworld (1999)

14. Attribute 9: Rarity
UO Treasures.com
UO Treasures.com
Ultima Online (1997)

15. Attribute 10: Price
Playray (2004)

16. Ten virtual item attributes
1. Performance
Instrumental attributes
2. Functionality
3. Visuals & sounds
4. Background fiction
Hedonic attributes
5. Provenance
6. Customizability
7. Cultural references
8. Licenses
Social attributes
9. Rarity
10. Price

17. ?
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19. 10-dimensional design
space for virtual items
 Alldimensions exploited?
 Full spectrum?
 Any gaps?
322&
;2&
 Upgrade paths
:2&
92&
82&
available?
!"#$%&'
72&
62&
 Balance?
52&
42&
32& /0"1&
2&
,"-.)(&
3& '()*$+&
4&
5&
6& !"#$%%"&
7&
8&
()#*+#,"-.)'

20. 10-dimensional design
space for virtual items
 Alldimensions exploited?
 Full spectrum?
 Any gaps?
322&
;2&
 Upgrade paths
:2&
92&
82&
available?
!"#$%&'
72&
62&
 Balance?
52&
42&
32& /0"1&
2&
,"-.)(&
3& '()*$+&
4&
5&
6& !"#$%%"&
7&
8&
()#*+#,"-.)'
Thanks for listening!
http://www.hiit.fi/~vlehdonv