Virtual item purchasing patterns in a social game: Differences between high and low spenders

Donghee Yvette Wohn, Eun Kyung Na

Research output: Chapter in Book/Report/Conference proceedingConference contribution

5 Scopus citations


Purchasing virtual goods, or items, is a popular practice in social games. In this study, we examined users' virtual item purchasing patterns by analyzing user behavior and virtual item sales through log data from a popular social game service in South Korea. In a dual-currency system where items could be purchased with either real money (coins) or virtual cash earned through activities (beans), we found that high spenders purchase more items with coins than beans, while low spenders invested more time and labor to purchase with beans rather than coins. Also, high spenders were buying items for decorative purposes while low spenders were buying consumable play-oriented items necessary to sustain playing the game.

Original languageEnglish (US)
Title of host publicationProceedings of the 2012 iConference
Subtitle of host publicationCulture, Design, Society, iConference 2012
Number of pages2
StatePublished - 2012
Externally publishedYes
Event2012 iConference: Culture, Design, Society, iConference 2012 - Toronto, ON, Canada
Duration: Feb 7 2012Feb 10 2012

Publication series

NameACM International Conference Proceeding Series


Other2012 iConference: Culture, Design, Society, iConference 2012
CityToronto, ON

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications


  • avatar
  • customization
  • social game
  • space
  • spending patterns
  • virtual goods


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