The Research On The Impact Of Role-playing Mobile Game Users' Experience To The Purchase Intention

With the rapid popularization of mobile intelligent devices,smart phones,tablets,has now become a indispensable tool in people life,mobile games,as one of the highest frequency of mobile applications,at the same time of making rapid development showed huge profit margins.Academic aspects existing research shows that the Internet product user experience has a positive influence on paying willingness,but for RPG mobile games,this field research is less,the user experience is different from other types of mobile games,Whether the user experience will have influence on the willingness to pay?What are the specific dimensions of the user experience can form the willingness to pay? If there are intermediary variables in which work? Based on this,it is necessary to in-depth study.This paper chooses user experience theory,flow theory,paying willingness theory,explore the role-playing mobile game user experience and the mechanism of action of paying willingness,and on the basis of the literature research to join the flow of the mediation role.Based on the understanding of user experience research,role playing games and industry related industry report,combined with the in-depth interviews to target users at the same time,role-playing mobile game user experience model is deduced,the core content experience,social experience,achievement experience these three indicators are derived,extract 16 user experience factor as the independent variable of this study,willingness to pay as the dependent variable,flow as a intervening variable,so as to explore the role-playing mobile game user experience to paying willingness to condition and the influence of flow can play a role of intermediary.In the actual questionnaire survey,questionnaires to collect 450 filtered to eliminate invalid questionnaires,received 366 valid questionnaires,obtain first-hand data,and successively the structural equation model inspection,factor analysis,data reliability analysis and final testing hypotheses.By the empirical study results show that,the author found that the flow in the core content of role-playing mobile game experience,achievement,experience and paying willingness to complete mediationeffect between user experience with the core content of the game can directly affect pay will play a positive role.Based on the above research conclusion,the author gives the suggestion and advice for promoting the marketing,the role-playing mobile games enhance users' willingness to pay has a certain guiding significance,and the development of mobile games and the expansion of business model has certain reference significance.