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Title: | Research on the continued consumption intention of virtual products in mobile games : taking 'honor of kings' as an example |
Other Titles: | 移动游戏内的虚拟产品持续消费意愿研究——以《王者荣耀》为例 |
Authors: | Wenqin He |
metadata.dc.contributor.advisor: | Chen Yinghui |
Keywords: | Virtual reality -- Social aspects;Game -- Purchase intention;Mobile games;Consumption (economics) |
Issue Date: | 2024 |
Publisher: | Rangsit University. Library |
Abstract: | In recent years, as the player growth bonus in the mobile gaming market has diminished, the continuous consumption behavior of gamers has become critical in determining the future development of the market,making research in this area of significant academic and commercial value. Based on this, this paper focuses on the factors that influence the continuous consumption intentions of virtual products within mobile games, using the representative game "Honor of Kings"as a case study. Data from 372 valid questionnaires collected online were analyzed using structural equation modeling.The results show that: 1) the expectation confrmation of social and achievement needs,as well as perceived usefulness,positively influence the satisfaction of mobile game players with purchasing virual products; 2) the expectation confirmation of personal needs does not affect satisfaction; 3) perceived usefulness and satisfaction positively influence the continuous purchase intentions of virtual goods by mobile game players. |
metadata.dc.description.other-abstract: | 近年来,伴随移动游戏市场玩家增量红利的消亡,游戏玩家持续消费行为决 定未来的市场发展,对其开展研究,具有重要的学术和商业价值。基于此,本文 围绕影响移动游戏内虚拟产品持续消费意愿的因素,选取代表性的移动游戏--《王 者荣耀》为例进行研究。 通过网络问卷收集有效数据372 份,利用结构方程模型进行数据处理,结果 显示:1) 社交需求的期望确认度、成就需求的期望确认度、感知有用性正向影响 移动游戏玩家购买虚拟产品的满意度。2) 个性需求的期望确认度不对满意度产生 影响关系。3) 感知有用性、满意度正向影响移动游戏玩家对虚拟商品的持续购买 意愿。 |
Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2023 |
metadata.dc.description.degree-name: | Master of Business Administration |
metadata.dc.description.degree-level: | Master's Degree |
metadata.dc.contributor.degree-discipline: | Business Management |
URI: | https://rsuir-library.rsu.ac.th/handle/123456789/2981 |
metadata.dc.type: | Thesis |
Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
File | Description | Size | Format | |
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WENQIN HE.pdf | 699.93 kB | Adobe PDF | View/Open |
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