Research On The Consumption Intention Of Online Game Players From The Perspective Of Avatar Identification

Driven by the wave of technological developments such as the Internet,mobile terminals,big data,and cloud storage,the penetration rate of mobile Internet in my country is increasing day by day.Online games have promoted the economic development of the Internet in the era of mobile Internet.In the context of the popularity of mobile technology and large-scale applications,mobile online games meet the game users' entertainment needs for fragmented time and mobile venues.Therefore,the rapid rise of mobile online games,its market share is also showing a rapid growth trend.The consumption of game products by game players is the main source of online game revenue.Therefore,the willingness of game players to consume has received widespread attention.Due to the diversification of mobile terminal online game types and the ever-changing content of games,players' willingness to consume games is also constantly changing.Game operators and online game companies are also trying to explore game players' willingness to consume from multiple angles to seek new Direction of development.This article explores the current consumer willingness of mobile online game players from the perspective of avatar identification,and aims to provide a new direction for the d evelopment of the mobile online game industry through a new research perspective and create a more reasonable market environment for China's mobile online game.Research on online games in the fields of sociology,psychology,communication,marketing,etc.has achieved rich research results,and scholars have conducted research on the psychology,motivation,and behavior of online game players.Through combing the relevant literature of online games,it is found that there are relatively few studies on the consumption willingness of mobile online game players in the academic circles,and the research perspective is relatively single.Incarnation identification refers to the psychological phenomenon that game players change the cognition and emotions of avatars in the process of controlling and using game avatars.It provides a new perspective for this research.This article attempts to analyze the player's willingness to consume from the perspective of avatar identification to explore the relationship between the two.In this study,players of "Glory of the King" are taken as the research object.By combin g the relevant theories,a research model of avatar identification and consumption intention is constructed to explore the influence path of avatar identification on players' consumption intention.This article mainly collects data by way of questionnaires,with a total of 288 valid questionnaires withdrawn.Through SPSS25.0 and Process plug-in to analyze the questionnaire data and verify the research hypothesis,the main conclusions are as follows:(1)Avatar identification positively affects the player's willingness to consume.(2)Avatar identification positively affects gamers' enjoyment and immersion experience.(3)Enjoyment of fun and immersion experience play a role of chain intermediary in the influence of avatar identification on players' consumption intentions,and enjoyment of fun positively affects immersion experience.Based on the above research results,this article proposes research enlightenment on the current status of the online game industry,including strengthening the design of game avatars and enhancing player avatar identification;improving the experience mechanism and enhancing the game experience;innovating game content and increasing game fun.