Research On Influencing Factors Of Repeated Purchase Willingness Of Mobile Game Virtual Goods Based On Expectation Confirmation Theory

At present,the mobile game market has entered a mature stage,users’ payment habits are basically formed,and the value of virtual goods is recognized under the free mode.However,in recent years,as the demographic dividend has disappeared and the head effect has continued to increase,the Chinese market of mobile game is facing with many challenges.The rapid growth model has shifted to the stock model.The repeated purchase behavior of retained users has become the mainstream,and the operation strategy needs to be innovated.This article focuses on the issue of repeated purchase intentions of virtual goods in mobile games.It attempts to build a theoretical model on the basis of expectation confirmation theory,using flow experience and social presence as external variables,and perceived value as an intermediary variable,so that to reveal expectations confirmation degree to satisfaction and the main reason for the impact,insight into the psychological needs of mobile game users to repeated purchase for virtual goods,and then summarize the influencing factors of repeated purchase intentions.This study takes mobile game users as an object and conducts an empirical study using a questionnaire survey.A total of 215 sample data were collected.The differential analysis of user payment based on gender,education,income,and age factors was conducted,and a structural equation model was constructed to test hypotheses.The results of the study show that,from a demographic point of view,education,income and age factors have little effect on user payment,while gender factors have a significant impact on payment.The female user group is mainly concentrated in moderate payment.Male users are polarized,and the proportion of light and heavy paying users is higher than that of women.From the psychology point of view,the flow experience and social presence factors significantly affect the expected confirmation,and the expected confirmation significantly affects satisfaction.The satisfaction and perceived usefulness have a positive effect on users ’repeated purchase intentions,while the impact of perceived ease of use and perceived entertainment on repeated purchase intentions is not significant.This article applies the classic expectation confirmation theory to the environment of virtual goods in mobile games,expands the ECM-IT model,and discusses the needs and characteristics of users’ virtual commodity consumption behavior.The research aims to provide marketing recommendations for game manufacturers to tap the payment potential of retained users and enhance the consumer experience.