| The development of technology makes the function of smart phones more powerful, that they are able to support a variety of games running smoothly. Phones become the important tools for people's entertainment. At present, many online games are turning to the mobile phone platform, and the proportion of mobile games continues to increase. How to develop and promote mobile games, has become a valuable problem in the game industry. And how to raise the paying rate is the ultimate appeal of game companies. Through the study of the influencing factors of mobile game players' willingness to pay, can help the game company to promote game product in development and promotion stage.By summarizing the exist research literature, the author chooses the use and satisfaction theory as the conduct theory of research on influence factory about willingness to pay for mobile games.Players pay for mobile games because certain requirements are met.Different games have different payment settings, so that the author adopts the exploratory factor analysis to get the general features, and divides them into four payment modes: incentive,entertainment, interactive and speculative.Player needs are subdivided into social needs,emotional needs, and individual development needs.Thus, we get two kinds of influencing factors of this study, establish conceptual model, and compare each two kinds of factors to rank the importance of influnce on willingness to pay, and put forward the hypothesis.We select questionnaire to collect data, select structural equation model and AMOS software for hypothesis testing, and finally get the following conclusions: According to the mobile phone game payment model to meet the needs of players: to meet social needs from high to low pay mode are interactive , Incentive, entertainment, speculative; to meet the emotional needs of players from high to low payment model are entertainment, incentive,interactive, speculative; to meet the individual needs of individual development from high to low payment model are incentives Type, interactive, entertaining, speculative. With all the conclusion above, we know that to meet the player's social needs is the highest degree of interactive payment model, to meet the player's emotional needs of the highest degree of entertainment payment model,to meet the individual needs of individual development is the highest incentive mode. A higher degree to meet the needs of game players, players will be more likely to pay for it. Finally, based on the conclusions of the study, we provide advices for mobile game developers and operators to choose a better payment model. |
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