An Analysis Of Factors Affecting The Consumer’s Behavior Intention Of Online Games

As the growing of the Internet, online games consumption is becoming a new entertainment. But game addiction and irrational consumption problem has caused more and more extensive influence and negative effects on the consumers themselves. On the consequences, online game consumption is also gradually become a popular field to us, but the research in this field is still has a lot of things to do, both from the theoretical or empirical research, this article is based on this background to begin this study.This paper is based on the factors affecting the consumer behavior of online games, focusing on the previous research basis, improving research variables about investigate the factors affecting the consumer behavior and their relationship.The main research method is empirical research, combined with the method of theoretical analysis. This study is the players as the research object, releasing paper and electronic questionnaire to the ones who participated in online games in Lanzhou University, Zhengzhou University and the network forum. On this basis, using SPSS 19.0 and AMOS21.0 software to analysis the data, including descriptive statistical analysis, reliability and validity analysis, correlation analysis and other methods, the fitting test theory and model.Base on the ATM, this paper added the social influence and game as the external variable, then construct the structural equation model and verify the hypothesis. The analysis results show that the degree of influence to intention from strong to weak is:social influence, game experience, perceived ease of use and perceived usefulness, the degree of influence to attitude from strong to weak is:perceived ease of use and attitude to play, perceived ease of use is not influence the intention to play directly but through other ways.