Research On The Willingness Online Game Players And Promotion Strategy

With the advent of the material surplus era and the development of computer network technology,people's quality and demand for spiritual and cultural products continue to increase.Under the dual background of consumer upgrades and entertainment requirements,people's recognition and willingness to pay for high-quality online games continues to increase.However,the online game market has slowed down in recent years,and problems such as homogenization of games and poor payment experience have become increasingly prominent.Improving the ability of online game development and operation has become the key to the survival of online game companies in the fierce market competition environment.How the online game company as a profit organization stimulates the willingness of online game players to maximize their income is their ultimate appeal.The research on the influencing factors of online game players' willingness to pay can help game companies to make online game products more scientific and effective in the process of game development and operation.In this paper,the research methods are combined with qualitative and quantitative methods to study the influencing factors of online game payment willingness.In the literature,collecting and sorting out the relevant literatures on online games,online game players and online game players' willingness to pay,provides sufficient theoretical support for this article;in the examples,mainly through the current mainstream payment mode and payment point The establishment of to determine whether its satisfaction with the needs of online game players can stimulate its willingness to pay.It also introduces the analysis and exploration of the new payment model of DOTA2 Battle Pass.In terms of quantitative research,data is collected by means of questionnaires and semi-structured interviews for specific exploration.A total of 290 valid questionnaires were collected and 20 online game players were interviewed,10 for men and women.After the author's research,it is found that the current online game players are generally characterized by "normalization,easy payment,and pursuit of appearance".The five major factors,such as game experience,perceived value,social needs,self-realization,and social background,are the main factors affecting the willingness of online game players to pay.In response to these characteristics and factors,the author proposes a payment willingness promotion strategy from the perspective of“R&D,pricing,communication,and out-of-game” to help the industry develop better.