Research On Factors Affecting Consumption Intention Of Network Game Virtual Goods By "Looting Box"

Since the development of online games,it has become the main way of public leisure and entertainment,and the related industries are in full swing.Online games are constantly updated and developed in order to gain an advantageous position in the increasingly fierce competition.At the same time,the academic research on them is more and more extensive and in-depth.The fierce competition makes "play free,props charge" become the mainstream of online game consumption mode,and how to encourage players to pay has also become the concern of academia and industry.Among them,more and more game operators use the strategy of "looting box" to attract players to earn income in free game.This paper selects the card gamers with "looting box" situation as the research object.Through analyzing the relevant literature,based on the SOR paradigm,the expectation confirmation model,the theory of perceived value and the attribution theory,this paper studies how the three path factors of players’ past consumption,play experience and the perceived value of virtual goods affect players’ consumption intention under the "looting box" situation that its intermediate mechanism is in-depth explored while the different consumption types of perceived value of virtual goods is compared.In this paper,construct structural equation model was usesd to analyze the data from questionnaire by SPSS22.0 and Smart PLS 3.0.The results show that perceived risk,together with perceived cost,has a negative impact on perceived value;the type of consumption of players has a regulatory role in perceived value that the use of real money consumption has a positive regulatory role in perceived revenue and perceived cost,while the perceived value is not significant for perceived risk.The satisfaction of players’ play and consumption experience has a positive impact to consumption intention;while consumption satisfaction will also affect the cognition of games and virtual goods,and then affect consumption intention.In terms of theoretical meaning,the research adds the probability from "looting box" to enlarge the dimension of perceived value as perceived risk;and verifies the regulatory role of consumption type in the formation of perceived value;enchances the application of the theory of expectation confirmation,points the previous consumption results is the reason to explain the causes of the sustainable "looting box" consumption of virtual goods and discusses the impact of consumption satisfaction on perceived value and game satisfaction.In terms of practical meaning,it is helpful to understand the formation of players’ consumption intention,so as to put forward useful ideas and suggestions for operators in attracting players’ continuous consumption and maintaining the game balance,so as to promote the healthy and orderly development of game industry.