A Study Of The Model And Application Of Perceived Value On The Crowdfunding Of Electronic Games In China

After the concept of crowdfunding was introduced into China from western countries,domestic practice is under rapid development.Considering the actual situation of the industry and the perceived value as the theoretical entry point,this dissertation focuses on the theme of electronic games that participate in crowdfunding campaigns on domestic crowdfunding platforms,to explore the dimensions of their perceived value.On one hand,this research adds new content to the theory framework of perceived value and crowdfunding,on the other hand,it provides optimization strategy and guidelines for game developing teams that interest in starting their own crowdfunding campaigns.Based on the foundation of relevant research results of scholars from both at home and abroad,in-depth interviews of investors who participated in crowdfunding campaigns of domestic electronic games,and questionnaires sent out to the target audience,findings show that the influencing dimensions of perceived value comprise quality value,unique value,experience value,reliance value and public value.All of the 5 dimensions influence the perceived value positively.Sorted by the degree of importance,the results are reliance value,public value,unique value,emotional value and quality value.The model can be used for guiding crowdfunding practice,including the project presentation,the setting of rewards and the promotion strategy.To effectively promote a crowdfuding campaign of electronic games,specific methods include providing rich materials for the pitch,answering questions quickly and positively,doing the word-of-mouth marketing,creating unique crowdfunding returns,increasing interactions activities with game players and ensuring the game quality.A case study is used to illustrate the application of the perceived value model from a practical point of view.In terms of the application strategy,guiding plans are suggested during the stage of pre-decision,preparation,the campaign and the delivery period of crowdfuding.