The Free Mmorpg Mall Virtual Props Players Purchase Behavior Model

In the ever-developing market of online game in China, free Massively Multiplayer Online Role Playing Game (MMORPG) is becoming an eye-catching model of online games. By claiming to be free forever and by adopting the delicate Item Billing model, free MMORPG is turning into the red sea of game companies while it is attracting more and more players.Although free MMORPG are claimed to be free forever, if we view the big picture of consumption of game items, we can find to our surprise that players with long game time and without consumption rarely exist. Moreover, numbers of players in free MMORPG spend much more than players in MMORPG which costs money for playing time. As online virtual items are nearly zero cost, why they fascinate so many players willing to spend more than thousand on them? It is quite hard for outsiders to understand.The issue focuses on the special model of free MMORPG, on the basis of the characteristic of free MMORPG, putting forward the original model of free MMORPG player classification and proving divided players are different from one another. Secondly, the paper testifies that the cycle model and pressure model are reasons why players keep purchasing game virtual items. By discussing customer behavior, price psychology, reaction for cycle model and pressure model, we try to reveal the core principle why players buy game virtual items repeatedly. Last but not least, the issue concludes the characteristics of every group of players and makes related marketing suggestions to game companies.