Fairness In The Mobile Game:the Construction Of Producers And The Perception Of Consumers

In the past,the "money worship" existing in the game industry has always been heavily criticised by gamers,which is not conforming to social ethics.The unreasonable payment mechanisms impact and break the game fairness.With the improvement of industry norms and the awareness of consumers'rights safeguarding,many popular mobile game appealing to fair are produced.Based on the background above,the following questions are put forward in this paper:Can mobile games maintain a balance between business and social responsibility?Can mobile games keep balance between players?How can the conflicts between the differentiation of payment and non-discrimination of fairness be compromised?From the perspective of producers and consumers,the author focus on fairness established by game developer and operator and game players' perception of fairness,through the content analysis of description of game products and the questionnaire survey to gamers.The study finds that the mainstream games can weaken the "money worship",and the fairness is embodied in the communication and practice of games.Futhermore,there are conflicts of logic between fairness and payment mechanisms.For the commercial purposes,the fairness is hard to realize.More specifically,game developers and operators emphasize particularly on the fairness in their product description.The equitable relationship between players is underlined in Fair Games.Also,the sense of pleasure and power is added more in the game description.Among these description,the increase of numeric virtual items reflects the business nature of mobile games.On the other hand,The result of the questionnaire indicates that virtual goods purchase leads to an indirect effects to perceived justice through game satisfaction,and the utilitarian satisfaction demonstrates more significant indirect effect than does the hedonic satisfaction.All these conclusions help to promote better understanding of the issue "ethics and business interests",and are also enlightenment to balance the social reputation and business profit of mobile games.