A Study On The Effect Of User Satisfaction Factors On Game Satisfaction And The Intention Of Item Purchase

Online game industry shows a higher growth rate and scale than any other industries as of now in 2018 and appears as a new drive for economic growth in the 21 st century.In addition,at the national level,it was seen as the next generation's national economic growth engine.In 2011,China's online game market was 41.3 billion yuan,up 17.5 percent from the previous year.The Chinese online game market is growing at a higher rate than other Asian countries,which are growing not only in Europe but also in the North America area.Online game not only achieved a remarkable growth in industrial and economic aspects but also receives attention as one of a few future growth engines with which our country has international competitive power.Nevertheless,various side effects caused by transaction of items attract some unwelcome attention.However,it is considered that transaction of items in cash should be identified as a new paradigm in the digital,cyber era and its economic utility and industrial values should be fostered and further promoted as an opportunity for national development.In addition,in the reality that the profitability of new online games is gradually reduced due to failure of flat rate,selling game items can be a new market for enterprises to obtain new profits.Therefore,at first this study aimed to identify the impact of the satisfaction of online game factors and analyze how these factors effect on satisfaction of game using on purchase intention of game items.In the first place,based on precedent studies on online game and use satisfaction,it provided the research model on the relationship between such factors as fun,participation and challenge,social interaction,and immersion in online game and use satisfaction and aimed to analyze this,and the results from empirical analysis on the impact of the ‘use satisfaction' of online game on purchase intention of game item are as follows.First,the ‘use satisfaction' of online game had a significant impact on use immersion,participation and challenge,social interaction,and fun in order.Second,the ‘use satisfaction' of online game had a significant impact on purchase intention of online game.In other words,Existing studies have identified motivation and satisfaction factors,but have not shown how these use satisfaction factors affect the actual satisfaction of the game and how they affect the purchase of game items.This study will explore the impact of online game satisfaction on satisfaction and its effect on game item purchase.