Iterative Innovation And Product Performance In Steam Platform

With the application and popularization of digital technology and intelligent terminals,the physical space and time limitations of the traditional market have been broken,and the market for digital platforms is rapidly expanding.As a crucial component of digital innovation,gaming products are changing people’s daily leisure and entertainment methods,and their product development and market application are showing explosive growth.However,risks and problems cohabit behind the quick development and high momentum of gaming products: first,the natural openness of the digital platform market has brought fierce competition for similar products;Second,the diversification and dynamism of user needs require game products to quickly track and respond to user feedback and preferences.These risks and challenges result in low exposure,usage,and survival rates for many gaming products.In order to meet the challenges of survival in the digital platform market,effectively meet user preferences,increase product exposure,and gain product competitiveness,game product developers need to quickly update game products,continuously implement repairs and optimizations to continuously increase product value.Nevertheless,the academic community has not reached a consistent conclusion on the impact of game iteration innovation on product performance,and there is a single division of the dimension of iterative innovation in the research of the impact of iterative innovation on product performance.Based on this,will different dimensions of iterative innovation of game products translate into product performance? How does it translate into product performance? This is an important issue worth paying attention to.This thesis divides iterative innovation into two dimensions: iterative novelty and iterative optimization,explores how different degrees of iterative innovation of game products affect product performance,considers the mediating role of online word-of-mouth,and explores the moderating role of product market competition.Specifically,based on the innovation diffusion theory and resource based theory,this thesis employs a integration of document,theory and empirical approaches,and uses the data collected from the official website of the Steam platform and the Steam DB website to empirically analyze the impact of iterative innovation of game products on its performance,and concludes as follows: first,iterative novelty promotes game performance,and iterative optimization also promotes game performance;Secondly,both iterative novelty and iterative optimization can increase the number of reviews,enhance the word-of-mouth accumulation of game products in the platform,and thus improve product performance;Finally,the product competition intensity enhances the positive relationship between iterative novelty and product performance,and positively adjusts the positive relationship between iterative optimization and product performance.The theoretical contribution of this thesis is to expand the dimension of game product iterative innovation,provide new reference for the current research conclusions of product iterative innovation and performance,consider the intermediary mechanism of online word of mouth,and explore the situational role of product market competition.The practical contribution of this thesis is to remind game developers to attach importance to different levels of iterative innovation,as well as to their accumulated reputation resources on the platform.At the same time,developing and iterating products in highly competitive product categories,and take the chance to expand the role of iterative innovation in promoting product performance.