University of Worcester Worcester Research and Publications

Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games (MMORPGs)

Rezaei, Sajad ORCID: and Ghodsi, S.S. (2014) Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games (MMORPGs). Computers in Human Behavior, 35. pp. 252-266. ISSN 0747-5632

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A few study examined the impact of value and aspects of behavioral intention in virtual environment. The aim of this study is to examine the impact of emotional value (VE), social value (VS), price-value for money (VP), performance-quality value (VQ) and repurchase intention (RI), willingness to pay a premium price (WTP) and word of mouth (WOM) among massively multiplayer online role-playing games (MMORPGs). A total of 228 valid questionnaires were collected from cybercafé customers in Klang Valley-Malaysia. Structural equation modeling (SEM) was employed using partial least squares (PLS) analysis to assess measurement and structural model for reflective construct. Our result reveals that there is a positive relationship between VP and RI, VQ and RI while there is no positive relationship between VE and RI, VS and RI. VE, VP and VQ value positively impact WOM but VS does not. VE and VP have positive while VQ and VS did not explain WTP. This study contributes to literature on the new phenomena of online game and is considered as few studies in examining value in Second Life setting. The practical and social implications of study are discussed along with research limitation and implication.

Item Type: Article
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Uncontrolled Discrete Keywords: Costs, Internet, Least squares approximations, Social networking (online), Surveys, Virtual reality, MMORPGs, PERVAL framework, Premium prices, Repurchase intention, Word-of-mouth (WOM), Interactive computer graphics
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Sajad Rezaei
Date Deposited: 13 May 2020 11:08
Last Modified: 17 Jun 2020 17:35

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