The Study On Consumer Behavior Of Online Game In China

With the great progress of the science and technology, online game, a brand new thing, has come into people's everyday life, charming one consumer after another. Online game has contributed a lot to the economic growth of Chinese. Just like every coin has two sides, with the online game becoming ever-increasing widespread, a growing number of consumers has been addicting in it, and couldn't help to escape from the online game, spending excessively on the fictitious prop at any price. The addiction on the online game and the unreasonable consumption of the fictitious prop has exerted an extensive and negative influence upon the Online Game consumers and Online Game Industry.Therefore, how to lead the consumers into a healthy way of consuming has become a social problem which need to be solved immediately, for it not only directly relates to the establishment of the youth's philosophy,world view and moral view, and the full development of a growing personality, but also to the expansion of the online game industry. This thesis, through retrospection of the former study, with demonstrational data, makes a study on the consumer behavior of Online Game by analyzing various factors that work on consumer behavior of Online Game.On the first, this thesis makes a definition of the online game, that is to say, an online game is a mutual game, which allows many consumer to take part in, that played in a fictitious world analogous to the real world with the Internet as transferring media. In the form of Massive Multiplayer Online Role Playing Game.Next, this thesis defines the behavior of the online game consumers with the former corresponding study. Then, this thesis analyzes how consumer behavior of Online Game was affected by such interior and exterior factors as the individual consumer, the market of online game, the motive of online game players, and the emotions of them. Among these factors, the motive factor reveals the reason why the online game attracts players, say, why players would consume the online game and its service; while other three factors shows how the players consume the product and choose the game.Various factors results in the complicate behavior of online game players. Comparatively speaking, players are reasonable in that making the most interest at lowest price. However, since the related policies is not in good condition, and the agents of online game leads the consumers to astray under the drive of the interests, combining with influence of the players'emotion, the behavior of players becomes a bit unreasonable. At last, according to the former analysis, this thesis gives some useful advices to lead the behavior of online game players to a healthy way. To achieve that, on one hand, the government should lead the development of the online game with a reasonable idea. On the other hand, the agents should create a positive environment in response to the call of the government. At the same time, the players should form a good life and improve themselves.