Abstract
The aims of this paper are to: (1) modify the theory of consumption values in order to investigate online game users’ perceived value of purchasable game items, and (2) develop a new construct – the “integrated value of purchasing game items” – based on the modified theory of consumption values. We found that the enjoyment, character competency, visual authority, and monetary values are appropriate for describing how online game users perceive the value of game items. Utilizing second order analysis, the “integrated value of purchasing game items” was developed. To show the validity of the new construct, we developed a research model and tested it using the results of 327 valid questionnaires. Results revealed that the new construct is statistically significant in affecting users’ intention to purchase game items.
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