| In the traditional concept of consumption,consumers give priority to the price and practicality of goods,but the rise of the experience economy has had a profound impact on people’s consumption concepts,consumers pay more attention to the experience and feelings of the consumption process,and meet their own emotional,social and other needs by participating in various experiences and service activities.With the development of mobile Internet technology,mobile games are gradually becoming an important entertainment method for people.As a classic game category,simulation mobile games have won the love of a large number of players with development and strategic warfare as the core gameplay.However,the competition in the mobile game market has become increasingly fierce,and simulation mobile games have begun to have problems such as weak growth,user loss,and serious product homogeneity.Experiential value emphasizes the user’s psychological cognition and subjective feelings,and is an overall evaluation of the user’s inner experience.Experiential value theory believes that experience can create experiential value after satisfying people’s psychological needs.Games bring people rich sensory and emotional experiences,and after meeting people’s needs for entertainment and socialization,they also create experiential value.Therefore,based on the perspective of experience,this paper studies the relationship between game design and experiential value in the face of the existing problems of simulation mobile games,and develops methods and tools to evaluate the experiential value of game products to improve the user experience of game products.Firstly,this paper sorts out the development status and core characteristics of simulation mobile games,and extracts relevant indicators of simulation mobile game design dimensions through literature research and market research.Extract relevant indicators of experience value dimension through literature combing and user interviews;The continuance usage intention variable is introduced,and the theoretical model of "game design-experiential valuecontinuance usage intention " is constructed based on design value theory,consumer behavior theory and S-O-R theory.Secondly,based on the scale development steps,expert evaluation and initial research,a game design,experiential value and continuance usage intention measurement scale with 6 variables and 28 measurement questions was developed,and based on 315 simulation mobile game player survey data,the structural equation model method was used to explore the influence relationship between the three research variables.The factor analysis method is used to calculate the weight of functional value,emotional value and social value of experiential value,and the weight equation of simulation mobile game experiential value score is obtained.Through the application practice of experience value evaluation of the two games,the usability of the experiential value scale and scoring equation is verified.Finally,through the path relationship between game design and mobile game experiential value,a targeted design strategy is proposed from the aspects of improving the functional value,emotional value and social value of simulation mobile games,which can provide theoretical reference for the development and design of simulation mobile game products.The main research conclusions of this paper are as follows:(1)Simulation mobile game sensory design has a significant effect on the functional value and emotional value of experiential value.The significant impact of game sensory design on social value is not established,and the impact of game sensory design on functional value is greater.(2)Simulation mobile game interaction design has a significant effect on the functional value,emotional value and social value of experiential value variables.Among them,the impact of game interaction design on social value is greater.(3)The three dimensions of the strategy mobile game experiential value have a significant effect on the continuance usage intention.Among them,the effect of emotional value on the continuance usage intention social value,and functional value have the least impact on the continuance usage intention.(4)Comprehensive scoring equation of simulation mobile game experiential value show that the proportion of functional value in the total score is the highest,followed by emotional value and social value.This equation can provide theoretical reference for the development and design of simulation mobile game products. |
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