Research On The Determinants Of Online Game Consumption

In recent years,with the large-scale development of the Internet industry,the online game industry has become an inherent potential and real growth space of the emerging industries.But with the gradual disappearance of the demographic dividend,the difficulties and challenges encountered of online game marketing are becoming more and more serious.At present,it is the bottleneck period of domestic client online games,while Tencent client game “League of Legends” can defeat many competitions during the period of general weakness in client games and become a new generation of “the world's first online game”.Therefore,the study will choose “League of Legends” as a research case,trying to explore the characteristics of the game in the marketing strategy,and propose marketing suggestions for online game developers and operators.Based on the technology acceptance model,user value theory and interactive theory,this paper constructs a model that affects online games' consumption intention and investigates the interaction of these factors and their influence on the player's willingness to consume through empirical analysis.Firstly,on the basis of full study of relevant literature at home and abroad,this paper makes a deep refinement of the views of outstanding scholars,determines the management theory and constructs the research model,then combines the characteristics of the “League of Legends” game to determine the measurement of variables and questionnaires.Secondly,collecting samples and compiling data by issuing and collecting questionnaires through network way.Thirdly,the empirical study part contains description of statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis.Using the SPSS23 statistical analysis software to verify the effectiveness of the model.Finally,by collating the results of literature survey and empirical analysis,output the research conclusions,and according to the results of the study provide marketing recommendations for online game developers and operators.After statistical data and empirical analysis,the paper finally found three factors that affect online games' consumption intention: product quality,user experience and social interaction.In theory,the effectiveness of technology acceptance model,user value theory and interaction theory are confirmed and supplemented.In practice,propose marketing suggestions for online game developers and operators from the three levels of product quality,user experience and social interaction.