Perceived Value of Game Items and Purchase Intention

The study examines the effect of perceived values of online-game items on purchase intentions of items. It also explores how item purchases are related to playing game. Consumers’ multi-dimensional perceived values are used to test hypotheses: functional, emotional, social, and financial value. The paper suggests that the more gamers perceive values of items the higher probability they will tend to purchase items. It also shows that the purchase of game items has a positive impact on playing game.