The Open UniversitySkip to content

Value-informed pricing for virtual digital products: Evidence from Chinese MMORPG industry

Ren, Qun; Rong, Ke; Lu, Chao; Liu, Gordon and Ross, Margaret (2018). Value-informed pricing for virtual digital products: Evidence from Chinese MMORPG industry. International Journal of Market Research (Early Access).

Full text available as:
PDF (Accepted Manuscript) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (392kB) | Preview
DOI (Digital Object Identifier) Link:
Google Scholar: Look up in Google Scholar


Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones. By carrying out 65 in-depth interviews with people involved in the Chinese Massively Multiplayer Online Role-Playing Game (MMORPG) industry, this paper explores the process through which a value-informed pricing strategy is applied to determine the price level of virtual in-game accessories - exploring pricing preference through interacting with games players, swaying pricing alternatives through managing the competitive environment and manipulating value perception through shaping the virtual marketplace. Further, this paper constructs a theoretical framework of value-informed pricing including the above process, and deciphers the linkage mechanism between different segments. The findings not only enrich the theory of value-informed pricing under the application context of virtual digital products, but also have implications for the practitioners in the MMORPG industry.

Item Type: Journal Item
ISSN: 2515-2173
Keywords: value-informed pricing; virtual digital products; value perception; Resource-based View (RbV); Massively Multiplayer Online Role-Playing Game (MMORPG)
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 56166
Depositing User: Gordon Liu
Date Deposited: 17 Aug 2018 11:23
Last Modified: 06 Aug 2019 04:04
Share this page:


Altmetrics from Altmetric

Citations from Dimensions

Download history for this item

These details should be considered as only a guide to the number of downloads performed manually. Algorithmic methods have been applied in an attempt to remove automated downloads from the displayed statistics but no guarantee can be made as to the accuracy of the figures.

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU