An Empirical Research On Consumer Behavior Of Online Games

With the popularity of computer and Internet,the industry of online game increasing very fast all over the world. Internet game becomes a strong industry only in a dozen years, and also becomes an important pillar of the network economy. It reversed the traditional concept of industrial economy,as it’s cross time and space,no emissions,high efficiency and other advantages. Since The Six Plenary Session of The Seventeen Central Committee in 2011,proposed " promoting the development of cultural industry,constructing the system of modern cultural industry",supporting laws and regulations at all levels local government get further perfection. It means that online games industry is more bright,and it’s considered to be the potential of unlimited sunrise industry.Online game as a typical experience consumption,emphasizes players’ long time playing,repeated online operation,so the marketing of online game has a certain particularity. In order to further study the influence factors of consumption behavior about online game, and improve the market share,this paper analyzes influence factors and characteristics of online games consumption between different groups people. These questionnaires using SPSS19.0. and AMSO21.0 to factor analysis,questionnaires reliability and validity analysis,variance analysis,correlation analysis and structural equation model analysis,hoping to give marketing and development proposals for Chinese online games industry at the current.Firstly,the author summarize the study of online games,consumer behavior and online games consumption behavior. However,researches on the consumer behavior of online games,whether in the participating motivation or influence factors,arguments are different. Many explanations on the motivation factors and game attributes are repeated or incomplete, fuzzy classification and definition,lack of hierarchy and theoretical basis. The paper depends on the characteristics of the network game to clarify the reasons for the selection of the range of research objects.Secondly,by referring the previous literature’ evaluation index, the author designed questionnaire,through analyzing of the recovery of questionnaire to determine the final index system. Using SPSS19.0. to factor analysis,analysis of variance,and consumer motivation and consumer behavior between the correlation analysis for different group of players, and obtaining the consumer motivation in the different population statistical characteristics of the player’s consumer motivation and consumer behavior. The fitting degree of the hypothesis model and the questionnaires data were tested by AMSO21.0,and the part of the hypothesis were tested.Finally,based on the empirical research,this paper draws the conclusion of different consumer groups of the consumer behavior between male and female players,different occupations and different ages of different consumer groups. Besides,recently online game products should take the product development and promotion strategy.