Presence: Teleoperators and Virtual Environments - Special issue: Virtual heritage
The life and death of online gaming communities: a look at guilds in world of warcraft
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
A measurement study of virtual populations in massively multiplayer online games
Proceedings of the 6th ACM SIGCOMM workshop on Network and system support for games
User goals in social virtual worlds: A means-end chain approach
Computers in Human Behavior
MMORPGS and cognitive performance: A study with 1280 Brazilian high school students
Computers in Human Behavior
What I won't do in pixels: Examining the limits of taboo violation in MMORPGs
Computers in Human Behavior
ICEC'06 Proceedings of the 5th international conference on Entertainment Computing
Review: Engagement in digital entertainment games: A systematic review
Computers in Human Behavior
Factors affecting Chinese Ubiquitous Game Service usage intention
International Journal of Mobile Communications
Digital educational game value hierarchy from a learners' perspective
Computers in Human Behavior
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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.