Theory of consumption value: A lens to examine the use and continual use intention of online game subscription services

Abstract

Using the theory of consumption value as the theoretical framework and online game subscription as the subject, this study considered the antecedents (game motivations, fear of missing out [FoMO], and variety preference) and consequences (use and continual use intention) of the values (playing games, social, enjoyment, price, and quality) offered by subscription services. Using the partial least squares method, an empirical analysis of 412 subscribers' and 265 non-subscribers’ views at the online game subscription service level revealed the limited consequences of game motivations for the use (continual use) of online game subscription services. Perceiving FoMO as a bidimensional construct (losing-out and interactive aspects) could provide more insights into how online game players perceive subscription services. FoMO's (interactive aspect) contribution to value is more evident among non-subscribers than subscribers. For both subscribers and non-subscribers, variety preference positively contributes to numerous value types. Three value types (playing games, enjoyment, and price) contribute to the use (continual use) intention. This study augments the rather limited subscription retail literature by focusing on online game subscription services. By viewing FoMO as bidimensional instead of the usual unidimensional construct, this study found that these two FoMO types behaved differently. Moreover, this study showed that studies at the game level cannot be applied to the subscription level in a lock, stock, and barrel manner.