Research on the continued consumption intention of virtual products in mobile games : taking 'honor of kings' as an example

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.