2011 - A study on the goal value for massively multiplayer online role-playing games players

Abstract

This study examines the goal of value sought by players of the massively multiplayer online role playing games (MMORPGs). We drew on the Means-end Chains (MECs) model frequently used in marketing as a theoretical basis. Soft laddering method was also adopted as a tool for in-depth interviews. Content analysis was used to analyze the "Attributes-Consequences-Values" for MMORPGs players, then converted into a hierarchical value map (HVM). The study found that role-playing, interface design, multiplayer gaming, independent play, popularity and virtual pets were the order of game attributes users took into consideration when playing MMORPGs. The consequences benefits for the users were, in order, enhanced interaction, more fun, enhanced efficiency, fantasy fulfillment, winning, novelty, more insurance, increased wealth and stress relief. The value targets sought by players were concluded to be fun and enjoyment in life, sense of accomplishment, warm relationships with others, sense of belonging and security in order of importance.

Classification 1772: sociology of science; sociology of technology
Identifier / keyword Means-end Chains MMORPGs Goal value Product benefits
Title A study on the goal value for massively multiplayer online role-playing games players
Author Lin, Yu-Ling 1 ; Lin, Hong-Wen

1 Department of Business Administration, National Chin-Yi University of Technology, No. 35, Lane 215, Sec. 1, Chung-Shan Road, Taiping City, Taichung County 411, Taiwan yllin2@ms27.hinet.net
Correspondence author Lin, Yu-Ling 
Author e-mail address yllin2@ms27.hinet.net
Publication title Computers in Human Behavior

Year 2011
Publisher Elsevier Science, Amsterdam The Netherlands
ISSN 0747-5632
CODEN CHBEEQ
Source type Scholarly Journals
Peer reviewed Yes
Language of publication English
Document type Journal Article
DOI
http://dx.doi.org.ezproxy.library.ewu.edu/10.1016/j.chb.2011.06.009
Update 2011-12-01
Accession number 201125614
ProQuest document ID 907928670
Document URL https://ezproxy.library.ewu.edu/login?url=http://search.proquest.com.ezproxy.library.ewu.edu/docview/907928670?accountid=7305
Last updated 2011-12-15
Database ProQuest Social Sciences Premium Collection