Perceived value and willingness to consume in online mobile games

We investigated the relationship between perceived value of virtual goods and willingness to consume virtual goods in online mobile games, and examined the roles of gamers’ intention to use virtual goods and extraversion in this relationship. We constructed a moderated mediation model to analyze data from 894 undergraduate students in China. Perceived value was positively correlated with willingness to consume, and intention to use played a mediating role in this relationship; further, the indirect effect of intention to use was moderated by extraversion, with a weaker effect occurring for lower extraversion. Thus, perceived value positively predicted intention to use, which increased willingness to consume, and extraversion enhanced the influence of perceived value on intention to use.