Video gaming industry is booming recently and have become one of the major entertainment industry in the world. Indonesian gaming market is one of the most promising one. A player’s action to play video game and spend money inside it is affected by his/her emotional state. This study applies SOR framework and explores the relationship between video game structural characteristics (stimulus), perceived value (organism), and intention to play and purchase (responses). By using quantitative survey measurements, Indonesian players’ responses are recorded and analyzed using multiple linear regression, descriptive analysis, and ANOVA. The result indicates that video game features affect players’ hedonic and utilitarian values. While both perceived values influence gamers’ intention to purchase, only hedonic value significantly affect their intention to play. It is also found that perceived value partially mediates the relationship between video game structural characteristics (VGSC) and intention to play and purchase. Lastly, possible moderation effect of engagement is found to influence hedonic value and intention to play. The study contributes to the expansion of video gaming research in marketing field.

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