Factors Influencing The Online Game Of The Tam Theory-based Participation Behavior

The rapid development of internet eliminates the territory barriers. It can make people communicate with each other in a virtual place. And also bring the formation of the virtual community. As a representative of virtual community, online games get rapid development, and become the "light spot" of the internet industry.Athough online game industry gains rapid development, it also can make the operation company of online game ignore the disciplinary research of online game (such as influencing factors of online games participation). The thesis is going to study online games, aiming at making an exploratory development on influencing factors of online game participation. Starting from the conception of online game, the thesis reviews several aspects of literatures, such as influencing factors of online game participation and TAM model. At last we make a conclusion about the literature study and propose a measurement system and research model.Through the empirical study, we find that there are two aspects of influencing factors of online game participation. One is the perspective of players( including perceived flow experience, perceived usefulness, perceived ease of use), the other is the perspective of game( including game design attractiveness, service contents, game brand).In the perspective of player perception, the perceived flow experience is the most important factor among the influencing factors of online game participation. This factor can explain why players like playing online games. Also perceived flow experience has strong relationship with attitude and activities. Perceived usefulness and perceived ease of use have strong relationship with attitude and activities. But perceived ease of use doesn't have strong relationship with activities.In the perspective of game quality, the game brand has very prominent influence with attitude and activities. Online game service content has strong relationship with attitude and activities;Online game design attractiveness also has strong relationship with attitude and activities. And all these three factors get into the equation of regression analyse.