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Attracting millions of users world-wide, online gaming is perceived as a profitable e-business with great research potentials. This study proposes a behavioral consequence research model linking service quality, service value, satisfaction and behavioral intentions with a central focus on the moderating effect of Zone of Tolerance (ZOT), which serves as a standard for service evaluation by forming a cognitive boundary of satisfactory service, in the context of massively multiplayer onlinedblp:conf/pacis/SeoG14 fatcat:begvgjxpyrdxppwrkr4laxh2ly