A Study On The Influence Of Customer Perceived Value Of On Behavior Intention Of Web Games

With the popularity of3G technology, the mobile industry is booming and the marketsize of the mobile industry is expanding. The major internet companies have entered themobile gaming market, resulting in an increasingly competitive market. The scholarsstudying mobile games are focused on the technology development level, few studies onconsumer behavior.The paper study behavior intention of mobile games based on customer perceivedvalue. Firstly review of literature on mobile games, customer perceived value, attitude andbehavior intention. Based on the literature the study construct the four-dimensional ofcustomer perceived value of mobile games, which includes functional value, social value,emotional value and the value of benefits lost, then establish theoretical model andpropose several assumptions.The results show that mobile games customer perceived value includes functionalvalue, social value, emotional value and the value of benefits lost. Functional value, socialvalue, emotional value and the value of benefits lost have a significant positive effect inbehavior attitude, and affect the size of the sort of emotional value, the value of benefitslost, functional value and social value. Functional value, social value, emotional value andthe value of benefits lost have a significant positive effect in behavior intention, and affectthe size of the sort of emotional value, the value of benefits lost, functional value andsocial value. Attitude plays a part in an intermediary role between Functional value, socialvalue, emotional value and the value of benefits lost and behavior intention. According tothe conclusions, the study proposes marketing recommendations.