Empirical Study On The Consumption Behavior Of Internet Mobile Games

With the rapid growth of the Chinese mobile phone market,mobile games have a place in the software of mobile devices.According to statistics,by December 2016,the number of mobile phones in China had reached 823 million,making the mobile game market a better environment.The entertainment game of mobile games has characteristics that are not limited by time and space and gradually entered the lives of the general public.According to the investigation report of Ai Media,in 2016,the number of mobile game users in China reached 523 million,and the market size was 78.32 billion yuan.It is estimated that by the end of 2017,the domestic mobile game market will break 100 billion.Not only did the players invest time in the game,but more and more users began to invest money in this entertainment activity.From January 2017 data alone,domestic players spent as much as 2.5 billion on online mobile games.Therefore,this article takes the mobile phone network game's consumer behavior as the research object,and explores which factors will affect the mobile online game consumer behavior,try to establish a more reasonable mobile game consumer behavior influencing factor model,and for the development of mobile online games or users' Use the appropriate strategy or suggestion.The research content of this paper is mainly divided into three parts.The first part is to introduce the research background and significance of this article and the combing of relevant theoretical research.The content of the second part is to identify and confirm the influencing factors of mobile game consumption behavior through empirical research.The specific operation through the first part of the literature collation and research,put forward mobile phone game consumption behavior research model and assumption design questionnaire and collect and sort through research.The relevant data and the use of statistical software,analysis of the sample,analysis of the relationship between the research variables through analysis of variance,factor analysis,correlation analysis and structural equation model,in order to confirm the key factors affecting consumers' mobile phone consumption behavior.The third part introduces the empirical conclusions and suggestions for the development of mobile online games.The empirical results show that the consumption experience plays a major role in consumer behavior among many factors affecting consumer behavior.Due to the particularity of the product,the player pays most attention to other factors in the process of purchasing in-game props or services.Post-consumer experience,so manufacturers of mobile online games must focus on the consumer's consumer experience.Followed by product attributes,that is to say the content and mechanism of mobile games,difficulty,social attributes and pleasure attributes can directly attract mobile game users.The external carrier has no direct influence on the consumer behavior of mobile online games,but it is also an indispensable and important part of the development of mobile online games.Subjective norms have a certain influence on the consumer experience and consumer behavior of mobile online games.Almost all people live in human society.Therefore,social norms have a great influence on our behavior.