"Why pay premium in freemium services?" A study on perceived value, continued use and purchase intentions in free-to-play games

•Perceived value, continued use and purchases are studied in freemium games.•Enjoyment has positive effect on continued use but negative effect on purchases.•Social value has positive effect on continued use and purchases.•Quality value has positive effect on continued use but not on purchases.•Economic value has positive effect on continued use and mediated effect on purchases.