摘要: The rapid advancement of digital games has not only brought entertainment to consumers but also triggered gamers’ motivation play. This study attempts examine the structure “attribute–consequence–value” chains based on theoretical framework means-end (MECs) and soft laddering interview technique. Results reveal that players pay attention game attributes including connection system, popular, graphic design, diverse genres. From these attributes, expect consequences such as improve interactivity, cultivate logic reflex, gain authentic experience, enhance pleasure senses, utilize imagination in pursuit terminal values fun enjoyment life, sense accomplishment, warm relationship with others excitement. covers differences for different platforms gender. results showed groups have needs.