Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games (MMORPGs).

•We examined value perception among MMORPGs.•PERVAL framework applied to examine three aspects of behavioral intention.•PLS-SEM performed to assess measurement and structural model.•Contrasting with literature, we found value differently perceived among MMORPGs.•This study is among few attempt in examining value in Second Life setting.