A dual identification framework of online multiplayer video games: The case of massively multiplayer online role playing games (MMORPGs)

Video games have become a global economic, social, and consumption phenomenon. Within the video game industry, massively multiplayer online role playing games (MMORPGs) have demonstrated unprecedented growth in recent years by attracting more than 50 million consumers who spend in excess of $12 billion annually. Yet, marketing researchers have not paid sufficient attention toward understanding consumption behaviors exhibited by MMORPG players....