The Determinants Of Online Game Consumption

With the maturity of China's online game market and the gradual disappearance of demographic dividend,the online game industry is facing the challenge of changing from the incremental market to the stock market.The research on online game consumption can provide theoretical guidance and promote the healthy and sustainable development of online game mar-ket.Based on the characteristics of online games and technology acceptance model,this article builds a model to analyze online game consumption.To explore the influencing factors of online game consumption and the mechanism,totally 559 university students were recruited to participate in this study.They completed the Perceived Usefulness Questionnaire,Perceived Ease of Use Questionnaire,Perceived Financial Cost Questionnaire,Perceived Cr-edibility Questionnaire,Perceived Quality Questionnaire,Perceived Enjoyment Questionnaire,Perceived usefulness Questionnaire,Behavioral intention to use Questionnaire,Willingness to buy Questionnaire,Extraversion Scale and Neurotic ism Scale of NEO-BFI.The results indicated that:(1)Perceived ease of use,perceived credibility,perceived Quality,perceived enjoyment and behavioral intention to use positively predicted the willingness to buy,and perceived financial cost negatively predicted the willingness to buy.(2)Perceived ease of use could exert effects on willingness to buy directly,also through the indirect path of mediational chain of perceived usefulness and behavioral intention to buy.(3)Perceived ease of use significantly positively predicted the behavioral intention to use,and perceived usefulness played a mediating role between them.Perceived financial cost and neuroticism moderated the second path of the mediated effect of perceived usefulness,and the effect was stronger for players who have low level of perceived financial cost or neuroticism.(4)Perceived ease of use significantly positively predicted the willingness to buy,and behavioral intention to use played a mediating role between them.Perceived financial cost moderated the fir-st path of the mediated effect of behavioral intention to use.Perceived enjoyment,perceived credibility and perceived quality moderated the second path of the mediated effect of behavioral intention to use,and the effect was stronger for players who have low level of perceived financial cost or high level of perceived enjoyment,perceived credibility and perceived quality.(5)Perceived usefulness significantly positively predicted the willingness to buy,and behavioral intention to use played a mediating role between them.Perceived financial cost,extraversion and neuroticism moderated the first path of the mediated effect of behavioral intention to use.Perceived enjoyment,perceived credibility and perceived quality moderated the second path of the mediated effect of behavioral intention to use.and the effect was stronger for players who have low level of perceived financial cost,extraversion and neuroticism or high level of perceived enj oyment,perceived credibility and perceived quality.