Shukla, Paurav, and Judy Drennan. "Interactive effects of individual-and group-level variables on virtual purchase behavior in online communities." Information & Management 55.5 (2018): 598-607.

This study investigates the drivers of virtual purchase behavior among Massively Multiplayer Online Role-Playing Game (MMORPG) players by applying social network theories to examine both group-level (community influences) and individual-level (intrinsic and extrinsic motivations) variables. The findings highlight the significant roles of normative interpersonal influences and community identity in motivating virtual purchases, alongside the importance of advancement and enjoyment opportunities as key triggers. This research offers valuable insights for game developers aiming to enhance virtual purchases within MMORPGs, emphasizing the need to consider the specific dynamics and characteristics of each gaming platform.