Purpose: The purpose of this research is to determine the significant influence of Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Game Satisfaction towards purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail. Understanding these influencing factors can help game developers and stakeholders gain valuable insights into player behavior and develop monetization strategies to maximize positive player experiences and revenue.

Design/methodology/approach: This research uses primary and secondary data collection methods in addition to descriptive and inferential data analysis techniques to analyze the factors influencing the purchase intention of microtransactions in freemium mobile games. The data was collected from 396 respondents who live in Bangkok, have played Honkai: Star Rail on a smartphone, and have the intention to purchase microtransactions in Honkai: Star Rail. This research referenced twelve theoretical frameworks from previous studies to construct a conceptual framework.

Findings: This research shows that Performance Expectancy, Hedonic Motivation, and Game Satisfaction have a significant influence on the purchase intention of microtransactions in freemium mobile games in Bangkok in the case of Honkai: Star Rail.

Research limitations/implications: Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

                Practical implications: This research offers valuable insights for game developers and stakeholders to enhance monetization strategies for freemium games like Honkai: Star Rail.

Social implications: This research highlights the growing influence of mobile gaming on consumer behavior. This has broader implications for discussions around digital consumption, addictive behaviors, and the ethics of in-game purchases, prompting stakeholders to consider responsible game design and marketing practices that prioritize player well-being while maximizing revenue.

Originality/value: This paper fulfils an identified need to study the factors influencing microtransaction purchase intentions within the Bangkok market.