An Analysis Of The Influencing Factors Of The Consumption Behavior Of The Game Virtual Products

With the transformation of capitalist production and traditional consumption,mobile games,as the product of the development of "information society",are increasingly penetrating into social development.The rapid development of 5G Network has also led to the corresponding revolution of mobile online games.Most people prefer to choose mobile games as their leisure and entertainment activities.Therefore,a large number of game players have transferred from large-scale online games on the PC side to mobile games.This paper studies the current mobile phone game "glory of the king",which has a large scale of users,discusses the factors that affect the purchase behavior of game players through qualitative interviews and quantitative methods,and analyzes the impact of their action factors and psychological factors on the purchase behavior in the virtual world of the game,which has a strong practical significance.In this study,the use behavior and psychological characteristics of the game players in glory of the king are regarded as independent variables.The action factors are divided into "player’s game involvement","player’s game interaction degree",player’s psychological factors are divided into "vanity","narcissism" and perception of virtual products,"perceived entertainment","perceived usefulness","perceived expressibility" Sex is measured in seven dimensions.In the measurement of dependent game virtual product purchase behavior,we use Venkatesh and Davis’ s dimension division and measurement scale to divide it into "purchase intention","recommend others to buy" and "continuous purchase" for measurement.In this study,the methods of offering analysis,participatory observation,in-depth interview and questionnaire were used.The involvement scale,netemeyeret.al vanity scale,Raskin and hall narcissism scale,Tam acceptance model scale and motivation scale designed by Laurent and kapperer were used to design the influence of game players’ consumption behavior of virtual products Response factor scale.The research involves the interview and questionnaire survey of more than 500 game players.Finally,factor analysis,variance analysis,variable correlation analysis,multiple stepwise regression and other analysis methods are used to analyze and deal with it.Under the guidance of relevant theories,the analysis and Discussion on the influencing factors of virtual product consumption behavior of players are carried out.The results show that: in the analysis of variance,there are significant differences in consumer behavior between players’ game segments and game life;in the correlation analysis,there are significant correlations among players’ game involvement,game interaction,vanity,narcissism,perceived entertainment,perceived usefulness,perceived expressiveness and virtual product consumer behavior;in the multiple stepwise regression,play Family involvement,community interaction,perceived entertainment and perceived usefulness have a significant positive impact on the consumption behavior of virtual game products,among which player involvement has the highest impact on the consumption behavior of virtual game products.