{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,17]],"date-time":"2026-07-17T23:33:00Z","timestamp":1784331180705,"version":"3.55.0"},"reference-count":80,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2020,4,17]],"date-time":"2020-04-17T00:00:00Z","timestamp":1587081600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2021,1,22]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to facilitate understanding of how to convert free players to paid consumers in free-to-play games.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Drawing on the consumption value framework and affordance theory, the present study argues that in-game purchase behaviors are determined by multiple consumption values of in-game items. The perceptions of consumption values were influenced by game affordances. The model was tested, using data from an empirical survey with 2,006 free-to-play game players.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Monetary, enjoyment and social values of in-game items positively predict purchase behaviors in free-to-play games. Game fairness and balance of challenges and skills significantly influence perceived enjoyment value.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The findings of this study provide operable implications to facilitate in-game consumption. The model was tested within the context of free-to-play multiplayer online battle arena (MOBA) games; however, caution is advisable when generalizing the findings to other subgenre of games.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study extended and thus validated the consumption value framework in the context of free-to-play MOBA games. This study explored the antecedents of consumption values from the perspective of game affordance.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-10-2019-0527","type":"journal-article","created":{"date-parts":[[2020,4,17]],"date-time":"2020-04-17T05:55:15Z","timestamp":1587102915000},"page":"297-317","source":"Crossref","is-referenced-by-count":37,"title":["From freemium to premium: the roles of consumption values and game affordance"],"prefix":"10.1108","volume":"34","author":[{"given":"Le","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4574-4057","authenticated-orcid":false,"given":"Yu","family":"Gao","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jie","family":"Yan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jianqun","family":"Qin","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2020,4,17]]},"reference":[{"key":"key2021070512425162000_ref001","volume-title":"Free: The Future of a Radical Price","year":"2009"},{"issue":"5","key":"key2021070512425162000_ref002","doi-asserted-by":"crossref","first-page":"1045","DOI":"10.1016\/j.jbusres.2014.10.006","article-title":"A dual identification framework of online multiplayer video games: the case of massively multiplayer online role playing games (MMORPGs)","volume":"68","year":"2015","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2021070512425162000_ref003","first-page":"285","article-title":"The partial least squares (PLS) approach to causal modeling: personal computer adoption and use as an illustration","volume":"2","year":"1995","journal-title":"Technology Studies"},{"issue":"6","key":"key2021070512425162000_ref004","doi-asserted-by":"crossref","first-page":"1173","DOI":"10.1037\/0022-3514.51.6.1173","article-title":"The moderator\u2013mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations","volume":"51","year":"1986","journal-title":"Journal of Personality and Social Psychology"},{"issue":"4","key":"key2021070512425162000_ref005","doi-asserted-by":"crossref","first-page":"309","DOI":"10.1016\/j.jbusres.2007.06.017","article-title":"Hedonic and utilitarian shopping goals: the online experience","volume":"61","year":"2008","journal-title":"Journal of Business Research"},{"key":"key2021070512425162000_ref006","unstructured":"Casselman, B. 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