An Analysis Of Factors Affecting Intention Of Online-Game-Players

The rapid development of internet makes a virtual world, also produces an online-game industry. As the rapid development of online-game industry, it's very important to explore online-game-players' consuming intention. An empirical study based on online game service of China is less than other areas. The paper is an approach.This paper utilizes models that are widely used in study on internet consumer behavior, integrates some factors into one framework, and examines the interactions among them and their influence on consumers' intention in an empirical study.First, this paper sums up the factors affecting Chinese online game players' consuming intention, constitutes a theoretical modal and the questionnaire by means of literature review; Then, on the basis of literature review, the experimental data are collected by online survey. Finally, this paper explores the dimensions affect online-game-players' consuming intention, verifies the modal and makes the cluster analysis using the data.The result shows that characteristic of online game includes hardware and software dimensions and consumer experience includes positive experience, passive experience and devotion experience. Online-game-players can be divided into five different clusters-enthusiast, positive experience, neutral, contradictions and rational experience. They focus on different dimensions in characteristic of online game and consumer experience. Also, the result shows product attribute and consumer experience can all affect players' intention of joining online games. Further study shows that online-game-hardware, online-game-software, positive experience and passive experience can all affect players' intention of joining online games. But, devotion experience can not be introduced to modal.Theoretically, the result examines the interactions among the effect factors of online games and their influence on consumers' intention. Also the result develops the evaluation scales of product attributes and consumer experience, enriches the knowledge of online game industry in China. Practically, the results provide a series process for online-game-operators to learn about consuming intention of online-game-players. Besides that, the conclusions have a practical meaning for the innovation of online games.