Research On The Willingness To Pay For MOBA Mobile Games Based On Emotional Satisfaction

With the iteration of mobile Internet and intelligent terminals,more and more PC functions are transferred to mobile terminals,and entertainment functions are no exception.As one of the important representatives of network entertainment,game is constantly updating its survival form in this wave.In the rapid development of the gaming market,MOBA mobile games with the depth of experience,and convenient operation features attracted a large number of players,especially the national mobile game the success of the king of glory is MOBA mobile games into a new stage of development,only in January 2020,the king of glory income more than $150 million,New Year's eve day running water as high as 2 billion yuan,it is not surprising.It is worth considering how MOBA mobile games,as one of the most "lucrative" types of games,build their own revenue points,and how MOBA mobile game players are willing to pay.In order to solve these problems,this study will introduce emotional satisfaction to build the model of influencing factors of MOBA mobile game players' payment according to the path of consumers' purchase decision,and explore the influence path of internal and external factors of MOBA mobile game on the willingness to pay.On the one hand,this study can enrich the research content and information related to mobile game payment,on the other hand,it can also provide reference for MOBA mobile game market practice,and provide strategic guidance and Suggestions for MOBA mobile game market operation.In this study,MOBA mobile games were taken as the research object.A total of 420 valid questionnaires were collected through literature analysis,group interviewand questionnaire survey.SPSS 25.0 and AMOS 24.0 were used to analyze the questionnaire data and verify the hypothesis model.The results show that :(1)game product attributes,game social interaction,game achievement honor,game operation challenge,game technology innovation and game marketing environment have significant positive effects on emotional satisfaction;(2)game achievement honor and game technology innovation have significant positive influence on the willingness to pay;(3)affective satisfaction has a significant positive effect on willingness to pay;(4)emotional satisfaction plays a mediating role in the influence path of game product attribute,game social interaction,game achievement honor and game operation challenge on the willingness to pay.MOBA mobile games based on the above research results,this paper puts forward some Suggestions on the development of practice,mainly including ascending MOBA mobile game product quality,optimizing the MOBA mobile game fulfillment experience,improve MOBA mobile games support of technological innovation,strengthening MOBA mobile phone game players precipitation,adjusting social relations MOBA mobile game challenge the difficulty,strengthen MOBA mobile game market exposure,etc.,and propose reasonable consumption of game players.