Research Of The Impact Of The Attribution Of SNS On The Intention Of Online Game Playing

In recent years,free business model that oriented to user traffic is the most typical business model.Free business model refers to that enterprise adopt free products or services to attract a large number of user traffic,and then build business model on the basis of the user,and convert the user flow to profit at last.among them,the online game is the most typical representative of the free business model.Since 2000,the online game industry has shown a sustained and rapid growth.Today,online games is not only the highest economic value industry in the cultural industry,but also the highest output value industry of network economy.The use wishes of the online game player as a important measure of users to participate in online games,is an significant and fundamental indicator that online games operators need to care about.Only improve the use wishes of the online game player can operators introduce a large number of user traffic for the online games,so as to lay the majority of user base for improve the player's willingness to spend and to achieve the benefits of online games.So this article that the study of the use wishes of the online game player is very necessary.In this respect,domestic and foreign scholars have studied the impact of perceived value,trust,perceived risk,perceived usefulness,perceived ease of use,game quality,game experience,subjective norms and the use wishes of the online game player.At present,the study of the willingness to use online games mainly from the online game itself,lack of research in player respect.On the other hand,according to the ?39th China Internet Development Statistics Report ? shows that instant messaging application is the most commonly used application of the Netizen,namely WeChat and QQ.WeChat friends circle and QQ space as social networking services(SNS)derived from instant messaging applications,the user's utilization rate reached 85.8% and 67.8%.Because of its user traffic,low cost,user groups,the SNS gain attention rapidly from enterprises.The SNS marketing is the inevitable trend in the future.In such an environment,online game enterprises must stress on the strategy of the SNS marketing.Therefore,this article chooses the sense of belonging of SNS as the independent variable and adoptes empirical analysis,to exploring the influence of the independent variable to the use wishes of the online game player.The ultimate purpose of this article lie in providing the reference for online game operator and promoting online game industries' s Sustainable development.This article analyzes the research results of the previous scholars,determines the dimensions of the subjective norms and the willingness to use,and put forward clearly that the article will measure the sense of belonging of SNS from the aspects of satisfaction,interaction,trust and membership.On this basis,The article will build a research model between the sense of belonging of SNS,subjective norms and the use wishes of the online game player,and put forward the relevant assumptions between the three.This article collect the relevant data by questionnaire survy and analyze the data by SPSS software.The results of the analyze are as follows: subjective norms significantly affect the online game player's willingness to use,and have the highest correlation;the sense of belonging of SNS significantly affect the online game player's willingness to use and its correlation comes second;the sense of belonging of SNS significantly affect subjective norms and have the lowest correlation.In addition,the subjective norms play a role of incomplete mediating effect between the sense of belonging of SNS and the online game player's willingness to use,and the mediating effect accounts for 40.5% of the total effect.According to the above research results,this article puts forward the following two suggestions on the SNS marketing strategy: firstly,strengthen the social authenticity of online games,login in online games by SNS account,pay equal attention to cooperation and competition in social interaction,in particular,pay more attention to the rangking list among the real friends;secondly,carefully selected the first and foremost SNS platform,ensure that play a positive role in subjective norms,and according to the characteristics of online games and target groups,select the appropriate SNS platform and opinion leaders,ensuring generate a positive evaluation of atmosphere,committed to play a good foundation for subjective norms.