A Study On The Influencing Factors Of The Internal Consumption Intention In Mobile Games

With the development of mobile Internet and smart devices,mobile game industry has been emerged rapidly and got a huge market.According to the report,the annual revenue of China mobile games in 2017 is about 112.21 billion Yuan,accounting for 55.8% of the market share of online games;at the same time,the development of mobile game industry also promotes the change of mobile game business model,more and more mobile games change into downloading for free and getting the benefits from props and ads,from paying to download,this model gives players more chances to experience and consume,which can also discover more potentials for the whole industry.In view of the present mobile game business model of downloading for free and getting the benefits from props and ads,this study will explore the influence factors of consumption intention and their relations in the mobile game,put forward some guidances for game developers to guide players to consume rationally.First of all,it researches mobile games,enabling factors,subjective norms,personal image,product attributes,game experience,perceived usefulness,perceived ease of use,perceived value of customer and consumption intention through searching the literatures,constructs the theory model of internal consumption intention in mobile games on the base of Technology Acceptance Model,and put forward some relevant assumptions.It designs the questionnaire through referencing the literatures,collects the data,use SPSS software to analyze the reliability and validity,constructs the structural equation model,and use Amos software to do the path fitting analysis and empirical study.This study confirms the relations among the above factors,the degree of impact on consumption intention from strong to weak is followed by: enabling factors,perceived usefulness and perceived value of customer,according to the results of the research,it puts forward some strategy suggestions for game design.By the study on the internal consumption intention in mobile game,game developers get a better method to guide the players to make rational consumptions,and it can improve the rate of conversion of game player consumption.In addition,the research on the internal consumption model of mobile game can also make up the lack of research on the model of game business and expand the research results.