Research On The Impact Of Downward Expected Regret On Online Game Consumers’ Impulsive Purchase Behavior

In the 21st century,along with the rapid development of China’s online economy,people’s consumption concepts have undergone earth-shaking changes.Relevant survey data show that,especially in the online game field,the frequency of consumer impulse purchases has continued to soar.Therefore,it is very important to study the internal mechanism of the online game consumer’s impulsive buying behavior.At the same time,operators are often blind and have no rules to follow when stimulating players to spend on games.In fact,there are certain factors behind the seemingly irrational purchase behavior of players.The results of a large number of scholars at home and abroad show that impulsive purchases are instantaneously generated by consumers under the bounded rationality due to external environmental stimuli.The strong desire to buy eventually leads to its choice to generate purchasing behavior,and this momentary and strong desire to purchase is the embodiment of consumer perceived value.On the other hand,the player’s buying behavior may also be based on a prospective outlook,and if it is not at this time to buy the future may regret it will trigger the impulsive purchase.Therefore,from the perspective of the game player’s perceived value,this paper investigates the effect of customer perceived value on impulse purchase intention by examining the extent to which perceived value interprets expected regret and the impact of expected regret on impulsive buying intention..This article mainly does the following three aspects of work:(1)This paper combs and summarizes the research results of domestic and foreign scholars on customer perceived value,impulse buying,and expected regret.At the same time,based on the actual situation of the game industry,based on the extended TPB model,the functional value,social value is established.The four dimensions of emotion value,hedonic value and hedonic value are research variables,and the model of influencing factors with expected regret as an intermediate variable,and the research hypothesis based on the relationship between variables.(2)Based on the proposed influencing factor model,using the mature scale in the existing research,and combining the characteristics of the game industry,determine the questionnaire for this study.After removing the invalid questionnaire,the reliability and validity of the questionnaire data are analyzed to ensure the validity and reliability of the questionnaire.Secondly,.a descriptive analysis of the questionnaire is used to perform basic statistics on the data,and then the correlation analysis is performed to verify the variables.The correlation,the final use of Lisrel8.7 software to test the structure of the data model to verify the assumptions in the model.(3)Based on the results of the structural model test,we come to the following conclusions:First,the hedonic value in customer perceived value has a positive influence on impulse buying intention;Second,downward expected regret has a positive effect on impulsive buying behavior.Impact;Third,the number of online purchasers in subjective norms has no positive impact on impulse buying intentions.This study starts from the player’s perception of value to explain the mechanism of the online shopping consumer’s impulsive buying behavior,and then guides the game player’s rational consumption and avoids impulsive buying behavior.At the same time,it also puts forward relevant suggestions for online game manufacturers.