Study On Online Games Consumption Motivation Of College Students

In recent years, online games rapid development in China, it has demonstrated a tremendous potential for new industries. As a modern electronic information technology products, online games'unique advantage and operation mode occupy the mainstream position in entertainment, online games has evolving into a new industry, and double-digit annual rate of rapid growth.However, Chinese online games industry improved, but still lagging behind the world level. The shortages of online games development talent, a single type of product are major factors. According to 2007 Chinese Online games Market Research Report, most players are students, IT practitioners, of which 60 percent are young people about 20 years old, college, and undergraduate students are the main force in online games. Therefore, it is very important to study on college students consumer psychology in online games. Both theoretical and empirical studies for college students online game consumption are in the exploratory stage, this paper attempts to set out from the emotion of college students, discuss the deep-seated consumption motivation.Through literature reading and collating, this paper learns from the predecessors theoretical results on the online game consumer behavior, according to the consumer personality of the three-level structure and the corresponding consumer motivation assumptions, author sets up online game consumption motivated model. Referenced the text of Chinese network virtual community involvement motivated measurement scale, Li Yifan and Lu Xiongwen, 2005, and visited three students who have played online games more than five years, the author revises the scale and describes the consumption motive of online games.This paper supposes that the college students'online games consumption motivation could be parted into three levels: entertainment self, social self and spirit self. 6 levels for the entertainment motive and escaping motive, emotion compensation motive, illusion motive, achievement motive, encourages motive, and described 24 items of three grades oneself, all items are all described for the face. And supposes that the consumption motive of spirit self level has bigger influence on the students online game consumption level.This paper adopts to ask to be rolled up a method which investigated to carry on the data acquisition to college student who participates in online games, and the step is as follows: the first possesses that the 3 students of games experience carries on the informal visit, and carries on the small scope behind the modification capacity table providing to ask rolling up, and carries on letter degree the effects degree inspection. Getting the data, it is good to find that whole capacity is showed the letter degree effect degree. Northeast Normal University for chiefly investigating the object, the large numbers are provided and are asked the book.Amounting to provide to ask to roll up 230, and turns one's head 216, and among them effectively asks rolling up 210 that effective rate of recovery is 91.3%. Asking that a roll main body adopted Likert 5 grades table, the capacity table contains 24 declarative sentences, and being used for respectively measuring six kinds of motives of online games consumption of college students. Every sentence has 5 graduations, and representative is investigated the level of college students'each sentence of agreement respectively. After the data acquisition, the paper is applied spss13.0's statistics software to analyze. First, it adopts the descriptive statistics to the sample to understand the overall circumstances receiving the person visiting; Then carry on the letter degree effect degree inspection to the sample data within the letter degree of consistency Crombach's Alpha's value measurement each variable, whether or not each item in every factor of inspection is measured the identical or each other fit specific property; Adopting the factor analysis to asking that the effect degree which rolled up is tested, through the common factor by way of the main composition analysis, the largest diagonal intersection of the side adopting difference revolves the law calculation factor load value, and affirms 3 conception effect degrees of layer 6 motive in the face that influence online games consumption of college students; Finally be mutually related the analysis, and looks for out influencing the important factor that university student's cross-domain communication was consumed the level by way of the analysis of correlation coefficient matrix.Through the data analysis, asking that it is good to roll up internal each factor structure, letter degree the effects degree height, this paper which supposes 3 levels 6 motives can explain the consumption motive of the college student better. And the consumption level influence that the data analysis reached the online games of 6 motive factors to college students of this paper hypothesis is different, and the spirit self level is consumed the motive. The spirit consumption level is higher, the possibility which replaced is smaller.According to the mentioned above authentic proof analysis conclusion, this paper was put forward the online games marketing strategy from following three aspects. First, the face to conduct propaganda, and makes that people understand the face influence to teenagers of online games gradually. Suitable carrying on the online games can arouse creative power and development intelligence, enlarge the direct propaganda dynamics, and the development that can be with the online games is led in the middle of the healthy environment, and gets the support of society. Secondly, deciding for oneself to plan and develops. The recreation development of our country need to be enlarged to throw in to have higher to repay, it can get the love that teenagers consumer is bigger if it can plan in accordance with the mentality requirement of teen-agers like that. Thirdly, the marketing of ramifications. At present, the enterprises select the model with the agency to manage the online games mostly in our country, and consuming the characteristic of colony according to the online games, the ramifications will carry on the difference are developed like that. Should stress one aspect at the expense of another in seeking selling a little of individuality and fashion in accordance with the consumption characteristic of college students. The online games is developed in accordance with the recreation natural instincts of people and the innovation of civilization and technology, it has the irresistible development trend, it is the industry of the formation of world outlook and value sight that can influence teenagers. Therefore, the development possesses to carry forward previously the creating recreation software of national culture and fine tradition morals, and organically combines nation, science and amusement.The online games industry development will give our country economy the jumbo advance as in the economic value "gold industry ". Study on online games consumption motivation of college students will put forward better suggestion to marketing in our country.