| dc.description.abstract | The purpose of this study is to evaluate the customers’ perceived value for fee-based entertainment services. The study explores the influence the benefit components (perceived usefulness and perceived enjoyment) and the sacrifice components (perceived price and perceived technicality) on perceived value, and examine the influence of customers’ perceived value on purchase intention of fee-based online entertainment services. This quantitative research was conducted from August to December in Ho Chi Minh City, with data collected from 352 Vietnamese respondents, and analyzed by the SPPS Statistics 20. The result of the study presents that perceived enjoyment and perceived price has the most significant influence on customers’ perceived value, as well as perceived usefulness and perceived technicality, to a lesser extent. Additionally, perceived value is found to have significant influence on customers’ purchase intention for these online services. However, more determining factors still need to be discovered to fully explain customers’ perception of value and their purchase intention for fee-based online entertainment services. | en_US |
