| The continuous development of Internet technology has brought tremendous changes to the online game industry.Currently,the online game industry has become an important part of China’s cultural industry.By the first half of 2021,the revenue of the global online game market reached 170 billion yuan.Among the top 10 global game revenue list,four domestic games made the list,and ranked the top three.In the world of online games,"consumption" and "krypton money" have become increasingly popular.Buying game equipment,weapons and skin seem to have become an essential game behavior in players’ game experience,and game consumption has also become a part of modern consumption habits.At present,college students are the main group of online game players and the main body of online game consumption.They are easy to accept new things,are willing to follow the trend,and face cool game products,they are more likely to produce consumption behavior.Therefore,it is of great significance to explore the consumption behavior of college students and explore the underlying consumption motivation behind the behavior to cultivate the healthy consumption view of college students and promote the benign development of the game industry.Motivation is an important factor affecting the audience behavior.To understand the consumption behavior,it is necessary to analyze the players’ consumption motivation.This paper takes college students as the research object,starts from the theory of display needs,takes players’ game consumption motivation as the independent variable,game consumption behavior as the dependent variable,and sets demographic factors and game use as control variables,which can better explain the influence of consumption motivation on consumption behavior.In this study,the independent variable consumption motivation is divided into five dimensions:achievement motivation,personalized power motivation,social power motivation,unique motivation and affinity motivation,to establish a regression model of consumption motivation and consumption behavior,and to analyze the consumption behavior of college students.This paper uses two research methods: in-depth interview and questionnaire survey,by conducting in-depth interviews with 10 senior gamers and using mature scales.A total of 523 valid questionnaires were finally recovered,and the data were imported into the SPSS statistical software for analysis to verify the study hypotheses.Regression analysis shows that the achievement motivation,personalized power motivation,social power motivation,and unique motivation and affinity motivation can all have significant positive effects on consumption behavior,among which the socialized power motivation and achievement motivation have great influence.Based on the conclusion of this study,according to the consumption motivation of college students,a three-dimensional linkage system of individuals,home-school and industry is formed to guide college students to establish a healthy consumption concept. |
