| Since the gaming platform ushered in the outbreak in 2014,the industry increasingly intense competition.As the online game industry has just started,theoretical research in this area is still rare.Based on the self-determination theory and the quantitative research method,we hope to explore the intention of the online game from a new perspective: the potential psychological motive,in order to find the internal trajectory to determine the behavior intention of the game.So as to scientifically explain the behavior of users to watch online gamesIn this paper,we use the structural equation model to analyze the mechanism of different motivations to the users' continuous intention.In this paper,based on the previous studies on online games,the initial model was designed,and then the model was fitted according to the collected data.By estimating the fitting coefficients of the models,it is found that the original models are poorly fitted.Then,the model was modified by model expansion and model restriction until the fitting index of the model conformed to the reference index.This study found that motivations of watching online games live motive were joy,self-efficacy,beyond reality,social contact,Profit.At the same time,the study introduces "immersion" and "involvement" as mediating variables.In addition to "profit",the other four basic intrinsic motivation variables have a positive influence on "immersion".All five basic intrinsic motivation variables have a direct impact on the "involvement","immersion" has no direct influence on the "continuous viewing willingness",but indirectly influences the "continuous viewing willingness" through the "involvement".The contribution of this study is to establish a "motive-continuous view willingness" structural equation model,explaining the motivation mechanism of continuous willingness to watch the online game live,but also provide a theoretical basis for future generations. |
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