| With the rapid development of computer technology,the virtual equipment industry has become the main economic source of the game industry,creating a lot of benefits.Buying virtual equipment has become the fun of many gamers,and virtual equipment has gradually become a part of most online games.Under this background,the research on virtual equipment is very important.At present,virtual equipment mainly includes functional virtual equipment and decorative virtual equipment.Different types of virtual equipment have different functions,and players can choose the appropriate virtual equipment to purchase according to their own wishes.In order to obtain huge economic benefits,game operators will use various communication methods to publicize,such as live games,esports events,star effect with goods,cross-media interaction and so on.In this paper,questionnaires,in-depth interviews and other research methods are used,and the popular League of Legends game is taken as an example to deeply explore the consumption motivation and influencing factors of players.The results show that there are four levels of consumers’ motivation to consume and use virtual equipment,namely,emotional demand for entertainment and stimulation,social demand for communication and companionship,achievement demand for identity construction and identification,and cognitive demand for cognition and sharing.Different players have different main motives when spending.And when purchasing virtual equipment,it will also be influenced by three factors,namely the influence degree of virtual equipment on game experience,the price and quality of virtual equipment,and the aesthetic attributes of virtual equipment.The survey results show that the cost performance of virtual equipment is the priority factor for most players,followed by the remaining two.With the popularity of consumerism,virtual equipment,as a virtual commodity for entertainment,inevitably takes on a consumerism color.Although the consumption economy brought by virtual equipment has brought about the spread and popularity of online games,it has also caused certain negative effects,which have a negative impact on players and caused problems such as network addiction.According to the author’s research,virtual equipment,as a kind of consumption culture,shows consumption representations such as entertainment alienation and internet addiction,symbol consumption and implosion,digital labor and digital labor,lack of rules and ethical misconduct,etc.In view of these negative problems,all sectors of society need to work together to overcome them.First of all,players need to restrain themselves,improve their resistance to consumer trends and prevent internet addiction.Secondly,although the essence of businessmen is profit-seeking,as a member of society,in addition to obtaining economic benefits,they also bear certain social responsibilities.The game platform should also step forward,be the gatekeeper of virtual equipment,eliminate bad factors such as violence,and correctly guide players to consume.The government should also introduce corresponding policies to restrain players and game platforms,purify the whole network environment,and create a clear game consumption space in Qi Li.Virtual equipment is not a scourge.I believe that with everyone’s efforts,virtual equipment products will survive the fittest,and the excellent ones will be gradually retained,becoming truly valuable virtual goods. |
