Research On Word Of Mouth Communication Of Online Game "Zhu Xian"

The development of modern information technology has accelerated the prosperity of the network cultural industry and brought people into a brand new information age.With the continuous development and growth of the network cultural industry,it has gradually become a force affecting China's economic development.At present,the competition in the market of network culture industry is becoming white-hot,and the competition of 3D MMORPG online games is becoming more intense.This article choose "," online games as a case study,and play in the post bar,BBS,circle of friends,the official weibo,players such as the spread of representative community snowballing questionnaire investigation to players,at the same time complementary with depth interviews,interviews with "," the active users in the community,to explore online word-of-mouth compared with the traditional model of word of mouth,the disseminator-delivering content-communication channels-object-communication effect and so on change,in order to in the " five w " mode,on the basis of further study on how to promote the development of online word-of-mouth in the online game industry.In existing online word-of-mouth,on the basis of research results,this paper studied and analyzed the "," online word-of-mouth information source,delivering content products,the recipient the relationship between the individual,the communication effect,joined in the research content of online word-of-mouth product interest such as the independent variable,individual demand,and with reference to the factors that affecting the situation as a whole,proved that the players online word of mouth is the word of mouth information source,the receiver individual factors,delivering content products after being under the function such as word of mouth identity has the desire to spread,so that more effective online word-of-mouth.Paper found that players of online word-of-mouth information is spread between the source,products,personal factors such as a result,under the action of this online word-of-mouth can let the game player influence between different groups,as the network game operators should pay attention to the online word of mouth information transmission between players,improve their game content and quality,between the players to produce a positive,behavior intention and positive word of mouth,and then promote the healthydevelopment of the network culture industry in the network game of the network culture industry in the network game's ordering development contribution.