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

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.