The Study On The Relationship Among Online Game Perception Value,Flow Experience And Consumption Intention

With the development of the Internet,the attention of the society to the online game is more and more high,this research is the first time to study the relationship between the three variables of customer perceived value,flow experience and consumption intention,which enriches the research object and expands the research content.The purpose of this study is whether the perceived value and flow experience of online games will affect the consumption intention,the relationship between customer perceived value and flow experience,and whether the perceived value of online games can indirectly influence the consumption intention through the influence of flow experience.On the basis of this,it provides a strong empirical basis for the understanding of the customer perceived value of online games,the flow experience of online game customer monitoring Self,and the promotion of individual consumption intention.In this study,a total of 445 gamer were surveyed by using online game perceived value problem,online game flow experience Survey questionnaire and personal consumption intention to explore the relationship between perceived value,flow experience and consumption intention of online games.The main conclusions of this study are as follows:1.The difference of demographic variables exists in each dimension of customer perceived value of online games.First of all,the online game customer perceived value will present the travel opposite sex,but the dimension shows consistency,the social perceived value is the first choice of the network game customer perceived value.Secondly,in four different demographic variables,including gender,occupation,education level,income level,online game customer perceived value are different.It is as follows:The score of social perceived value is still the highest,the female is obviously higher than the male,the student is obviously higher than the non student,the undergraduate is obviously higher than the college students and the graduate students,the income level below 3000 is above 3000,but there is no significant difference.However,in the sense of hedonic value,the boys scored higher than the female students,the student group scored significantly higher than the non-student group;In the dimension of the value of loss,the scores of undergraduates were higher than those of non undergraduates and postgraduates;in the dimension of attitude imagery,women scored higher than men,students were higher than non students,3000 to 5000 of income levels were higher than 3000 and above 5000,but there was no significant difference between different educational levels.2.In the dimension of functional perception value,women are higher than men,students are higher than non-students,college and undergraduates are significantly higher than graduate students,and the difference between income levels is significant.2 The different dimensions of the flow experience of network games have the difference of demography variables.First,there was no significant difference in scores between different genders in different flow experience dimensions.Second,non-students in the goal,feedback,control,challenge,focus on attention,time perception is higher than the non-students,in the self-consciousness dimension is lower than the students.Third,undergraduates scored highest in self-awareness and attention concentration,college and below scored highest in sense of control and challenge,and graduate and above scored highest in feedback.The scores of different educational levels on the target were significant.Four,the difference of income level is not significant in the attention concentration.3.There is a significant correlation between perceived value,flow experience and consumption intention of online games.The conclusions drawn from this study are as follows:(1)All dimensions of network game perceived value are positively correlated with consumption intention(2)there is a significant positive correlation between self-consciousness and consumption intention,that is,the loss of self-consciousness in the course of online games can promote the promotion of consumption intention,and the sense of control has a significant negative correlation with the target and willingness That is,the stronger the sense of control over the online game,the clearer the target feedback will hinder the emergence of consumption intention.(3)In the correlation analysis of perceived value and flow experience in online games,the value of social perception is positively correlated with self-consciousness and attention concentration,and the function perceived value has a significant negative correlation with the sense of control and goal,and the hedonic value has a significant positive correlation with self-consciousness and attention concentration,and has a significant negative correlation with the target;the value of loss and time perception,There was a significant negative correlation between the sense of challenge,the sense of control,the feedback and the goal,and the attitude image was positively correlated with self-consciousness and attention concentration.Conforms to the hypothetical one.4.There are 22 predictors between perceived value,flow experience and consumption intention of online games.Through the regression analysis of the data,the author sums up the 22 concrete prediction results between the three:(1)The attitude image and hedonic value in the perceived value of the Internet game can improve the consumption intention of senior high school students(2)the self-consciousness in flow experience can increase their willingness to consume,while the flow experience of time perception will hinder the increase of consumption intention.(3)The perceived value of the lost value will hinder the target,feedback,control,challenge,time perception,attention to concentration flow experience,social perceived value will promote feedback,control,challenge,attention to the emergence of concentrated flow experience;function-perceived value hinders control,self-awareness,and attention to the emergence of concentrated flow experience.The enjoyment of value will promote attention to concentration,self-awareness of the emergence of immersion.Conforms to assumption two.5.flow experience part of the dimension plays a mediating role in the influence of the perceived value of the network game on the consumption intention.In the impact of the perceived value of the online game on its consumption intention,the flow experience did play a mediating role.The concrete manifestation is:Self-Consciousness has a significant mediating effect between parental rearing style and consumption intention in the three dimensions of social perceived value,hedonic perception value and attitude image.The control sense has a significant mediating effect on the two dimensions of function perception value,profit loss value and consumption intention.Objective has a significant mediating effect on the three dimensions of function perceived value,profit loss value,hedonic perception value and consumption intention.Conforms to assumption three.