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

•We examined value perception among MMORPGs.•PERVAL framework applied to examine three aspects of behavioral intention.•PLS-SEM performed to assess measurement and structural model.•Contrasting with literature, we found value differently perceived among MMORPGs.•This study is among few attempt in examining value in Second Life setting.

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.