Massively Multiplayer Online Role-playing Games (or MMORPGs) have propelled the vibrant development for the
gaming industry and satisfied gamers’ desire to play and assume the roles of various virtual characters. In order to
explore the differences between the terminal values for different player groups, this study has adopted Means-end
Chains theory as the basis for this study and opted for soft laddering as the tool for in-depth interviews to analyze the
significance of “game attribute – consequence benefits – terminal values” paths for different player groups. For the
purpose of this study, 60 players have been separated into different groups according to their gender, level of
education, method of consumption, extent of play and so forth in order to determine the differences in their values.
Results of this study revealed that the attributes and consequences for different player groups varied significantly,
with Fun and Enjoyment of Life, Warm Relationships with Others, Sense of Accomplishment and Security being the
terminal values pursued by the different player groups. This reflects the fact that MMORPGs offer experiences of fun
and joy for gamers and also suggest that players want more out of their games.
關聯:
Journal of Management and Strategy Vol. 6, No. 1; 2015
