From freemium to premium: the roles of consumption values and game affordance

Optimal strategy of in-game items with conspicuous consumption: whether to provide the grinding version?

In the virtual world, whether or not to spend money on in-game items distinguishes paying players from non-paying players. Due to the existence of conspicuous psychology, paying players will greatly increase their conspicuous utility after purchasing an item in addition to the utility of the item itself. In this case, whether providing different versions of items can bring greater revenue to the game company is a question worth investigating. In this study, two analytical models considering conspicuous intensity are developed to compare the optimal pricing strategy of the game company providing the single-version item or dual-version items. The single-version item can only be purchased, while a relatively low-quality version that can be obtained by grinding is provided in the dual-version strategy. Grinding means using time in games to get items instead of spending in games. The results suggest that it is more profitable for companies to offer dual-version items when conspicuous intensity is strong. Game companies can also adjust the time needed to acquire the grinding version item and the quality gap between the two versions to achieve greater revenue. The research contributes to providing a theoretical basis and decision support for game companies to decide whether to provide different versions of in-game items.

Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic

Purpose

The use of over-the-top (OTT) platforms grew substantially after the declaration of the COVID-19 pandemic in 2020. With the pandemic receding, there is a concern that users may not continue with their subscriptions. To counter this, OTT service providers must strategize proactively to retain and acquire new users once the pandemic abates. Positing that understanding the consumption values that users ascribe to OTT platform usage can provide useful customer retention insights, the purpose of this paper is to use the theory of consumption value (TCV) to study the values that users derived from their use of OTT following the onset of the pandemic.

Design/methodology/approach

The mixed-method approach is used to collect qualitative and quantitative data. Analysis of qualitative responses collected through interviews of 12 current OTT platform users helped identify two categories of OTT platform-specific values: attribute-level and benefit-based. Next, the study examined the association of values thus identified with one another, as well as with continued intentions to use OTT platforms, by analyzing data collected from 371 existing users.

Findings

The findings indicated that functional value quality and social value, representing the attribute-level values, were positively associated with two benefit-based values – functional value price and emotional value (EMV). Next, EMV was not only associated with intentions but also partially mediated the association of attribute-level values with intentions. Premium subscription purchased and increased viewing time were confirmed to have moderating effects on the association between attribute-level and benefit-based values.

Originality/value

The study is amongst the foremost research initiatives to examine consumption values derived from OTT platform usage after the onset of the pandemic. Its novelty also comes from its identifying OTT platform-specific consumption values for the first time and adding a new dimension to the TCV by examining the interplay of these values in the OTT platform context.

Investigating male gamers' behavioral intention to play PUBG: Insights from playful-consumption experiences

This research investigates the factors that affect male gamers' behavioral intention to play PlayerUnknown's Battlegrounds (PUBG), which is one of the most widely played online games of today's era. We examine the factors through the lens of the hedonic consumption model (i.e., playful-consumption experiences) and use the gratification theory to predict behavioral intention to play PUBG. Data from 248 male PUBG gamers were analyzed using PLS-SEM analyses. The study involved an initial stage where an estimation model (i.e., measurement model) was analyzed to assess the constructs' reliability and validity. Following this, the second stage involved assessing the theoretical model to test the relationship between the principle constructs. The study found that playful-consumption experience factors, such as escapism, emotional involvement, sensory experience, enjoyment, and arousal, significantly influenced the behavioral intentions to play PUBG. The research findings further indicate that role-projection and fantasy failed to impact consumers' intention to play PUBG. This study provides both theoretical and practical implications. It fills the literature gap by focusing on predicting the behavioral intention to play PUBG through the playful-consumption experiences of a popular online multiplayer game. Practically, this study could potentially open avenues for gaming companies to address how different playful-consumption experiences impact game users' behavioral intentions.

Perceptions of users and non-users of an early contact tracing mobile application to fight COVID-19 spread: a value-based empirical investigation

Purpose

The purpose of this study is to describe a comparative study of the perceptions of users and non-users of an early contact tracing application helping to prevent the spread of the COVID-19 pandemic. The unprecedented incidence of this disease warrants investigating theoretically the use of mobile contact tracing applications as a promising approach to curtail its transmission.

Design/methodology/approach

A consumption value-based model of the adoption and use of a contact tracing mobile application was built and tested through a cross-sectional survey conducted with 2 samples (of 309 already users and 306 non-users) in the Province of Alberta, Canada.

Findings

Utilitarian and social values together with health information seeking and perceived critical mass drive the use of the application while perceived privacy risk is an obstacle to usage for both users and non-users.

Research limitations/implications

Study participants self-assessed their risk category of potential exposure to the COVID-19 virus, and this was a subjective measure including an emotional component.

Practical implications

No major differences in the approaches targeting users and non-users of a mobile contact tracing application to encourage its adoption and use are necessary.

Social implications

Additional efforts are required to convey to people information on the benefits and current rate of use of such an application and to mitigate privacy risk concerns.

Originality/value

Overall, the study offers theoretical and practical contributions that may help improve the adoption and usage of contact tracing applications addressing the COVID-19 pandemic or other possible public health crises.