No abstract

No abstract

The aims of this article are (1) to propose a modified theory of consumption values (MTCV) for investigation of online gamer perceptions of the value of purchasable game items and (2) to apply the developed MTCV to multiple game genres and player age groups. To address these aims, 327 valid questionnaires were obtained and analyzed. The original theory of consumption values (TCV) was modified to apply to the specific characteristics of online games. The original TCV specifies five types of consumption values: functional value, social value, emotional value, conditional value, and epistemic value. After revising the TCV to apply to the examination of online games, we proposed that the MTCV be composed of character competency value, enjoyment value, visual authority value, and monetary value. The validity of the MTCV was proven by statistically analyzing the responses provided by the 327 valid questionnaires. To examine the second aim, experiments were conducted to examine the MTCV in three online game genres-massive multiplayer online role-playing games, first-person shooters games, and casual games. The second aim was also studied via questionnaires that examined the ages of online gamers. It was determined that massive multiplayer online role-playing games players regard visual authority value and monetary value as more important than do casual gamers. It was also determined that younger gamers tend to be more interested in visual authority, whereas older gamers tend to be more interested in character competency. This research provides a foundation for future studies to extend the MTCV to consider other user factors, such as cultural effects.

With the worldwide popularity of online games, game addiction is a serious social issue. To address online game addiction problems and pursue the steady growth of the online gaming industry, we propose and evaluate two policies using a system dynamics approach: a self-regulation policy and a tax and rebate policy. Through our analysis, we demonstrate that the tax and rebate policy can be a very effective policy measure. Contrary to the concern of most game companies, by implementing the tax and rebate policy while the total revenue of the online gaming industry increases slightly, the social image of gaming improves and the number of addicted game users decreases. This clearly demonstrates that restricting excessive use of games actually benefi ts online game companies as well as society in general, and that the system can be more effi ciently implemented by the tax and rebate policy.

As the reuse of content becomes a strategy for the entertainment industry, managerial insight on customers is needed