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The purpose of this paper is to facilitate understanding of how to convert free players to paid consumers in free-to-play games.

Drawing on the consumption value framework and affordance theory, the present study argues that in-game purchase behaviors are determined by multiple consumption values of in-game items. The perceptions of consumption values were influenced by game affordances. The model was tested, using data from an empirical survey with 2,006 free-to-play game players.

Monetary, enjoyment and social values of in-game items positively predict purchase behaviors in free-to-play games. Game fairness and balance of challenges and skills significantly influence perceived enjoyment value.

The findings of this study provide operable implications to facilitate in-game consumption. The model was tested within the context of free-to-play multiplayer online battle arena (MOBA) games; however, caution is advisable when generalizing the findings to other subgenre of games.

This study extended and thus validated the consumption value framework in the context of free-to-play MOBA games. This study explored the antecedents of consumption values from the perspective of game affordance.