Asian Journal of Education and Social Studies

Aims: to systematically describe a phenomenon, situation, or population without attempting to establish causal relationships.

Study Design:  This study used a quantitative descriptive comparative research design.

Place and Duration of Study: The study was conducted in the Municipality of Cateel, Davao Oriental. from September to December 2024.

Methodology: A total of 150 Generation Z individuals from Cateel, Davao Oriental, were selected through purposive quota sampling. Participants met the criteria of belonging to the Gen Z age group and being active online gamers with experience in making in-game purchases. Data were gathered using a validated, adapted survey questionnaire, which included indicators for social value, conditional value, emotional value, monetary value, visual quality, trendiness, and customization—all measured on a 5-point Likert scale.

Results: The results showed a very high level of purchasing behavior, with particularly high mean scores in emotional value (4.37), trendiness (4.20), and customization (4.25), indicating that respondents were strongly motivated by feelings of enjoyment, the desire to follow trends, and the ability to personalize their gaming experience. Social value (4.44) and visual quality (4.27) also received high ratings, suggesting that peer influence and aesthetic appeal played significant roles in their decision to purchase virtual items. These findings demonstrate that Gen Z gamers are highly engaged in in-game spending, driven by both emotional and social gratifications. The study further highlights that demographic factors such as age, gender, and educational attainment contribute to varying levels of purchase behavior. Male respondents were more likely to engage in in-game purchases, with most participants falling within the 17 to 21 age range and being college students.

Conclusion: The findings of the study revealed that Generation Z in Cateel, Davao Oriental, exhibited a very high level of in-game purchase behavior, indicating strong engagement with virtual items in online battle royale games. Among the factors examined, emotional value, trendiness, customization, and social value were the most influential, suggesting that Gen Z gamers are highly driven by enjoyment, social recognition, personal expression, and staying aligned with current gaming trends. The implications of these findings are relevant for game developers, educators, and policymakers aiming to better understand and ethically navigate monetization practices targeting younger audiences in digital spaces.