Research Of The Impact Of Players’ Interaction On The Players’ Purchase Intention In MMORPG

In recent years, online game has become a new form of entertainment and an indispensable part of the life. The MMORPG(Multiplayer Online Role-playing Game) relying on strong interactivity and sense of substitution attracts a number of players to join,which bring great profit space and development prospects.And the same time, the game has gradually attracted the attention of the academic circles. Research scholars at home and abroad use multidisciplinary knowledge such as sociology, consumer behavior and marketing to conduct reseach on the MMORPG. Compared with the realistic society purchasing behavior, interaction is more important in the commodity trading in MMORPG. In view of this, this paper selects MMORPG as the research object and discusses the network game virtual environment interaction and interactive utility.Then this paper study the relationship of interaction with players’ intention. This study will provide marketing strategy for game operator and game providers in order to promote the development of the game industry in China.Based on The technology acceptance model and the theory of planned behavior, theory of interaction, trust and Flow, this study constructs the theoretical model between players’ interaction, and interactive utility. Tish paper use functional interaction and interpersonal interaction to measure interaction behavior. The interactive utility is classified by three dimensions: functional utility social utility and psychologic utility. The measured factors of functional utility is perceived usefulness and perceived ease of use. The measured factors of social utility is trust and social norm.Flow experience is the factor of psychologic utility. Based on this, this paper puts forward the corresponding research hypothesis. This paper collect data through the questionnaire survey, which is analyzed by SPSS20.0 and AMOS20.0.Finally, the conclusions are as follows: functional interaction, interpersonal interactive has a significant positive impact on the interactive utility and functional interaction as the first function enters into the regression equation of the function utility, which indicates posing greater influence on function utility comparing with the interpersonal interaction; interpersonal interaction as the first function enters into the regression equation of the social utility and psychological utility, indicating greater influence of interpersonal relationship on social utility and psychological utility. The player’s functional utility, social utility and psychological function has significantly positively affect on players’ consuming willingness. social utility firstly enters into regression equation of consuming willingness, indicating the greatest impact on consuming intention, followed by the functional utility function, and finally the psychological utility.Based on the above research conclusion, this paper proposes corresponding marketing suggestions for the MMORPG operators and providers, mainly including perfecting interactive mechanism; enhancing the perceived usefulness and easy of use; strengthening the construction of word-of-mouth; establishing trust mechanism and improving the experience mechanism and so on.