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

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. (C) 2011 Elsevier Ltd. All rights reserved.