Analysis Of SNS Game Consumer Motivation Model And Emprical Research

Today, our lives are undergoing radical changes brought about by the Internet. As has developed by now,the Internet has now put our entertainment, life, communication, work into one set.The application structure is now being more and more complex. SNS, Social Network Sites,base on the third-generation internet have become people's new form of living in the internet.According to Metalfe's law, as the number of the people in the social networkings get bigger,the total value that given by the social networking will get geometrical growth.Today, SNS have got rapid development, in foeseeable future, then,we will benefit hugly from SNS.That Social Games, base on the SNS networkings, are the plug-in application programs that increase the user viscosity to SNS networkings and entertain the people stick to the SNS networking.Therefore,it is meaningful to find out the influence factors to people's comsuming behavors at Social Games inorder to maintain customers'viscosity and creat greater value to customers.This paper uses Happy Farm,one of the representative Social Games,as a research penetration point to establish the consumer motivation model for Social Games.Through the empirical research of the motivation model, this paper finds out the motivation to Social Games includes:entertain motivation, conformity motivation,low cost social communication motivation,low risk social communication motivation,maitaining and advancing social interactions motivation, role experience motivation, self efficacy motication and social escapism motivation.base on the result, the paper presents the constructive advice for Social Games development, Social Games operation and users of Social Games.