Research Of Factor Influencing Online-game Consumers’ Behavior

Online Games developed very fast as well as we came into the new century. With the continuously expanding and renewing of the sorts and subjects of those games, the Online Games’ market share increased sharply. at the same time, the players expanded their camps. The Online Games are already became a indispensable part of our daily life, such as Legend and World of Warcraft, they can help us enjoy some special relax and amusements, and ca also help us get some self-indulgent. Just because of this, Online Games attracted people’s attention and love, especially the youths, and deeply influenced their cognitive psychology and Consumer behaviorWith the purpose of seeking the factor and mode of action of the players’ behave, many scholars made lots of research. After reading many documents, we could sort out the factors of the reasons why players play those games into three parts:factors of consumers themselves (psychology, physiology), outer circumstances (differences between family, social culture and local), and products. Most of the former researches are directed against the first two factors and got many achievements, however, there are only very few researches were directed against the third factor, and not deep and overall enough. They didn’t make any convenient testing of the property of products which affected the players’behave. For example, which quotas are included in the products of Online Games, how those quotas did influenced the players’ feeling, their attitude towards the games and their follow-up playing behave, etc.This paper is for the researching of how the product’s factor of Online Games influences the consumers using attitude and consuming behave from the consumers’ feelings. The researching trains of thought are as follows:First, we constructed a scale of the products factor of Online Games according to the former scholars’research and the survey during several colleges in Chengdu city. The scale included the music and frame in the game; the application of the contents; Interesting; timely feedback, convenience of communication, teamwork, simple and convenience of operation, task definition, outcome transaction convenience, content and cultural adaptability, balance of games, challenging goal, speed, server security, transaction security, and for the prevention of irregularities and cheating, and a total of16processing mechanism, this scale including the design of music and frame, the design of features, design of balance of human-computer interaction, and the design of technical aspects of security, the results covered the all the factors in the games’development, the indicators of measure are systematic and comprehensive.Second, combined with the behavior of a mature online games model-Technical Model (TAM), this study constructed a model, based on this model and combined with the purpose of our study, we made some appropriate changes to the model:First, based on the original model, we removed the ease of use variable measure of product attributes as a measurement of online game content for assessment; Second, introduced of some online gaming product attribute factors, and as the attitude of the player to use a separate variable to be used; Third, because we study the network behavior of the actual use of game elements, so the selection of the use of behavioral variables, we selected a measure of actual behavior, including games frequency, time and frequency, rather than a measure of behavioral intention.Besides, according to the former research findings and the related theories, we put forward the research hypotheses on kinds of relationships about the variables of the models, and verified the research hypotheses and worked out the research results after tested the relevant statistics for the inspection.Finally, we hope our research about the nature of products can provide some helpful supplements for the research on consumer behaviors of online games; and also give some efficient advice on the promotion of online games,the better target customers, the design of products and the development direction of online games.According to the Chinese online game market research report (2007), in the choice of the consumer groups, China’s online game players are mostly aged between18-25years of age, they accounted for56.33%of players, most of which is about20years old college students. Therefore, we aged18-25years old college students as subjects, the group that is able to reflect China’s online game features the major consumer group; meanwhile, their consumption of online games is the main force, so the choosing of them as the object is more focused and realistic. In the selecting of the game type, in order to make our research and analysis more focused and representative, we have chosen to participate in the current game, the largest number of online games as research subjects, that large-scale network game MUD class massively multiplayer online role playing game (MMORPG), just because these games have the largest number of types and most influential, also, the best online game reflects the essence and meaning of the game species.In the research method, in order to ensure the results of this study scientific and rational, we have taken the combination of theoretical and empirical, quantitative and qualitative research methods:First, we collect online game-related domestic and foreign literature and research areas, comb through and analysis of relevant literature, on the one hand we have the online game consumer behavior research conducted and summarized, looking for a breakthrough in this paper; the other hand, we also affect consumer behavior characteristics of online game products, a comprehensive, systematic organization and presentation, and as the core elements of this study were related to analysis and research; on this basis choose to research consumer behavior online games mature model-technology acceptance model, as empirical research model framework. After the in-depth understanding of consumer behavior of online games as well as the basic theory of online gaming-related, we use them as the theoretical analysis and empirical basis of the analysis. In the survey methodology, we mainly use survey method, researched a lot of college students gamers’sample. Statistical analysis:Mainly used the collected questionnaires and AMOS statistical software SPSS15.0descriptive analysis, factor analysis, reliability and validity analysis, variance analysis, correlation and regression analysis methods to test this theory and the model, to make sure they are effective and reasonable.Hypothesis results shows:Features online games will be perceived by consumers to influence the use of attitude; the usefulness of consumer perception of online games has a direct impact on the use of attitude; the use of consumers’ attitudes directly affected their using behavior; the usefulness of online games on the use of behavior is not significant.Therefore, based on these results, we have made some appropriate recommendations in the market segmentation and selection, game information, design of content, improving of interactive features and enhancing of the safety and usefulness of the game, etc., in order to help the healthy development of online games.