Beyond Gameplay: An Insight into In-Game Transaction Among Genshin Impact Enthusiasts

In the fast-paced gaming business driven by smartphones and social media, Genshin Impact's exciting gameplay and in-game transactions attract gamers worldwide. During Lantern Rite 2024, this research examines in-game transactions to find reasons beyond gaming. A quantitative 6-point Likert scale online survey was conducted across platforms to obtain data from 213 respondents. Data will be analyzed using PLS-SEM. Key results show that FOMO, especially among younger players, and Gacha purchase Satisfaction, especially among females, strongly affect purchase intentions. Language Expression did not affect purchasing intentions. Promotions strongly affected purchasing intentions across player groups. Player social interaction and Genshin Impact socio-cultural engagement favourably increased purchasing intentions, highlighting social dynamics and game immersion. These findings provide light on the complicated relationship between psychological, social, and cultural elements in in-game transactions, helping game developers and marketers improve player engagement and monetization in the evolving gaming scene.