The Relationships Between Perceived Value, Game Satisfaction And Purchase Intention Of The Customer In Online Game

The perceived value in online game is a subjective psychological experience that after customer estimating perceived benefits and perceived sacrifice of the virtual items in the process of purchasing and using. This study investigates the perceived value in online game and indicates the influence on purchase intention of Chinese teenagers.In this paper, the first study translates and revises the perceived value scale in online game, to explored its applicability in Chinese adolescents through the reliability and validity analysis. Forms the perceived value scale in online game (Chinese version), providing the basis measuring tool to the study of the perceived value of online game in China. In the exploratory factor analysis, KMO index was 0.88, the χ~2 of Bartlett’s spherical inspection was 5679.74(p<0.001), and finally we draw four factors (enjoyment value, character competency value, visual authority value, monetary value), a total of 13 projects. The scale has good reliability and validity. In Confirmatory Factor Analysis, the χ~2/df was 4.26, RMSEA was 0.071, the fitting parameter values are above 0.90, shows that the structure validity of the model is good. Scale also has a good reliability, the split-half reliability coefficient was 0.75, the internal consistency coefficient was 0.89.The second study bases on the current domestic popular "X-GAME", and issues the network questionnaires to the gamer who logged in the game in recent week randomly through online research platform of Tencent company, and finally we recycle 585 effective questionnaires. Then this paper discusses influence between the perceived value in online game and the purchase intention of the customer. And then this study indicates the different affects of the gender in the process of perceived value dimensions to the purchase intention. In online games, the perceived value of customers can significantly positive influence their purchase intention. And in this process, predictive effect of the character competency value is stronger than the effect of visual authority value for male customer, but predictive effect of the visual authority value is stronger than the effect of character competency value for female customer. And perceived value of virtual items in online game can enhance purchase intention through the part mediated role of game satisfactions.This research can be improved in several ways, such as, enhancing the abundant of the sample, investigating the variable relationships in different games in cross-sectional study, exploring the impact factors of the perceived value in online games and building an integrated model.