Research On The Consumption Behavior Of Electronic Games Among Post-95 College Students

With the rapid development of the Chinese Internet era,video games have gradually become an important entertainment mode for people.With its own unique appeal.it has profoundly affected the lifestyle and consumption habits of young people in China.At present,there are 2,879 colleges and universities in China,with more than 30 million college students.They were born after 1995.Compared with other generations,the 95s are younger.more active,and more closely follow the trend of the times.Their natural curiosity makes them more compatible with emerging things like video games.The main problems in this paper include "post-95 college students' electronic game behavior status","post-95 college students'electronic game consumption values",and "post-95 college students' electronic game consumption behavior influencing factors",and put forward research hypotheses according to various variables.The article mainly uses qualitative research and quantitative empirical research methods,and some methods are further verified by chi-square test and factor analysis.After statistics and research,it is found that the gender difference between college players after 95 is no longer significant,and the player group presents the characteristics of "high-frequency high-time" and "entertainment".The positive e-game consumption values such as "recognition pays","participation to pay" and "rational payment" are recognized by college students after the 95s.The factors affecting the consumption behavior of college students' electronic games after 95 are concentrated in the two levels of "consumer individual" and "game".From the individual level of consumers,the post-95 college students' video game consumption behavior is positively affected by their "gender","game duration" and "area",and the "distributable income" shows that the consumption behavior has less influence.The phenomenon.In addition,consumers'willingness to consume,consumption motivation and content tendencies,as well as video game consumption satisfaction and cost-effectiveness perception will affect their final consumption behavior.From the game level,"game content profile","game sociality","game operation strategy"have a positive impact on video game consumption.On the whole,the game production level is excellent and it continues to be popular in the social circle.It is easier to attract the post-95 college players to consume the game with the good operation marketing strategy.