| With the rapid development and continuous popularization of China’s mobile Internet,information technology,and smart devices,the Chinese game market has also grown rapidly.In recent years,as the Chinese game market has entered a mature period,the growth rate of the game population has continued to decline.The era of profit by increasing the game population has gradually disappeared,which makes the development of the game market encounter a bottleneck period.Game companies can only break the bottleneck through the consumption of the game virtual goods,but at the current stage,the consumption population of the game virtual goods is relatively small,which has great development prospects and space.At the same time,there are many negative news in the game market,such as students’addiction to games,excessive game consumption etc.In order to solve the bottlenecks and problems encountered by the Chinese game market,game companies need to fully understand the characteristics of users and the consumption habits of game virtual goods,so as to restrict those users who are addicted to the game and make the game market develop reasonably.In this paper,full-time students in Wuhan’s colleges and universities are taken as survey objects,and stratified sampling and pre-PPS three-stage sampling are used to conduct a sample survey of full-time students in Wuhan colleges and universities.Potential user mining analysis,user characteristics of game virtual goods,and influencing factors of users’ continued willingness to consume were carried out.The research content mainly includes three aspects: first,based on the data obtained from the survey,descriptive statistical analysis is performed to understand the current consumption status of the virtual game market and the basic characteristics of consumer users;second,this paper uses the binary choice model to analyze the influencing factors of potential users’ willingness to consume,find out the key points that can influence potential users to transform into virtual commodity users of consumer games,and use cluster analysis to get important potential users.Third,based on the traditional influencing factors of sustainable consumption intention,we add the user’s own characteristics to establish the influencing factors framework of sustainable consumption intention,establish a random forest model,analyze the influence factors of users’ continuous consumption willingness,and get the key to improving user stickiness.Through exploration,this article draws the following conclusions: first,college students have a common experience in gaming,the gender gap has weakened,and playing games shows high frequency and high duration;second,college students have a relatively small number of consumers who consume virtual goods for gaming,and they are rational Third,the value of game virtual goods becomes the main consideration for users to purchase;Fourth,the willingness of potential users to consume is affected by gender,single status,grade,living cost level,game purpose,number of games per day and the length of each game,and the game duration with gender as male,sophomore,single and game purpose as social is an important potential user of game virtual goods consumption compared with the longer user group.Fifth,the factor that has the greatest influence on the willingness to consume virtual games is sociality,followed by perceived usefulness.Finally,according to the research conclusions,some suggestions are put forward.For game companies,they should pay attention to the female market,precision marketing,increasing the diversity of game virtual goods,and improving the social attributes of game virtual goods.For college game users,they should pay attention to their own game time and consumption behavior,to avoid excessive consumption of addicted games;For the government to recognize the game market and the current situation of game consumers to adjust the structure. |
