Research On Effect Of Online Game Perceived Value To Repeat Purchase Behavior

With the improvement of living standards, online games are more and more popular, becoming one way of leisure life. But the academic online games'research few. Most of online game research based on sociological perspective. These researches propose that online games affect young and make some suggestion about it. However, previous online game research seems to ignore its'contribution and function. Online game is a new industry, and it becomes one way of young people to amuse. To some extent, the perception of online game to customer can also stimulate young people's life passion. At the same time, internet gaming have some contribution on China's economic growth.With the popularity of online games, it becomes more common in China, and market competition is more intension. Online game players could not repeat the purchase. They can buy the others. Then Enterprise faces a big problem. That is how to give players a good impression and how to increase them buying frequency. This paper tries to research repeat purchase behavior of online game customer, and research effect of perceived value to repeat purchase behavior. It has two purposes. One is to learn consumer perception of online games. The other is to provide marketing recommendations to online game marketers to promote online game industries.Based on development status and trends of online game, theories of online game customer perceived value and consumer repeat purchase behavior, this study assumptions dimensions of online game customer perceived value and its model. This paper assumes that the dimensions of online game customer perceived value are social value, emotional value, functional value, hedonic value and benefits lost value. This paper also assumes that the dimensions of online game customer perceived value affects consumer repeat purchase behavior. By software SPSS 16.0, this article adopts Reliability analysis, Validity analysis, Correlation Analysis and Regression Analysis to verify the assumptions made earlier. According to the model and empirical analysis, this study made a number of marketing proposals to marketing staffs to give them inspiration.The following is the main structure of this paper.Chapter I is Introduction. It mainly introduces the status and trends of online game, and also introduces paper's background, meaning, purpose, method, content, ideas and innovation.Chapter II is Literature Review. It mainly introduces perceived value theory and repeat purchase behavior theory.Chapter III is model and assumptions. Based on previous research results and feature of online game, this paper raises model and assumptions.Chapter IV is Empirical Study. By software SPSS 16.0, this article adopts Reliability analysis, Validity analysis, Correlation Analysis and Regression Analysis to verify model and the assumptions made earlier after scale design and survey.Chapter V is conclusion and prospect. Based on the above analysis and discussion, this paper gets the dimensions of online game customer perceived value, and interaction between the five dimensions and consumer repeat purchase behavior. Then, it makes recommendations to marketing staffs to increase the perceived value of online game. Finally, it referred to the limitations of this article and vision for the future.