游戏中的 "酷 "与 "快乐":影响手机游戏玩家游戏内购买意愿的因素

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-07-24 DOI:10.1108/apjml-04-2024-0539
Yining Ma, Wang He
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引用次数: 0

摘要

目的 本研究旨在深入探讨影响手机游戏玩家游戏内购买意愿的因素,为游戏开发商和营销人员制定有效策略提供参考。该框架包括快乐、酷感、沉浸感和游戏体验等多维变量。研究结果研究结果表明,酷感因素对游戏体验和沉浸感有显著的正向影响,而游戏体验和沉浸感又反过来影响玩家的游戏内购买意愿。游戏体验对沉浸感和购买意愿都有显著的正向影响。良好的游戏体验不仅能提高玩家的沉浸感,还能直接增强他们的游戏内购买意愿。本研究通过整合酷感理论和享乐动机系统接受模型,构建了一个探索手机游戏玩家游戏内购买意愿的综合模型。本研究将个人心理因素和社会心理因素等变量结合起来,对影响手机游戏购买意愿的因素进行了深入分析,丰富了现有研究。
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“Coolness” and “joy” in games: factors influencing mobile game players' willingness to make in-game purchases

Purpose

This study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.

Design/methodology/approach

This research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.

Findings

The findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.

Originality/value

By integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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