A Study On The Influence Of Game Flow Experience On The Willingness To Pay For In-app Purchase Of Game Players

The flow experience of game players has been a focus of attention in the domestic game industry in recent years.The construction of flow in games and the flow test of players have become an important trend in game development.Some scholars have introduced immersive experience into the research of game payment,but they often do not take immersive experience as a complete and independent process,but take the part of immersive perception out as a single dimension intermediary factor application.This has brought some limitations,such as weak explanatory power of flow experience,inapplicability of immersion influencing factors and research path problems.In this context,this paper chooses to combine the characteristics of the game itself,and divides the game flow experience into three parts: antecedent,feeling and aftereffect.Under the mode of game’s in-app purchase,this paper makes an empirical study on the influence of the game immersion experience on the personal perception factors in the formation of players’ willingness to pay and willingness to pay.This article first builds a theoretical model on the basis of reviewing the literature.The model includes three parts.The first part mainly analyzes the influencing factors of the game flow experience.Based on the game player type and game motivation,this article uses goals and feedback,social experience,skills and challenges,and situational experience as the influencing factors to verify;Second part mainly analyzes the effect of game flow experience and its influencing factors on personal perception factors in the payment process.In this article,the personal perception factors are summarized as payment perception usefulness,payment perception risk and customer value perception;Third part is about game immersion experience and individual Analysis of the impact of perceived factors on the willingness to pay for in-app purchases.Then this paper designed a questionnaire and collected samples according to the model.On this basis,this paper uses SPSS21.0 to verify the research hypothesis by linear regression analysis,and obtains the following conclusions:(1)Goals and feedback,social experience,skills and challenges,and situational experience all have significant positive effects on the game immersion experience.(2)The game flow experience and its influencing factors have a positive effect on the personal perception factors,social experience and situational experience have a significant positive effect on the perceived usefulness of payment,and goals and feedback,skills and challenges,and situational experience have a significant positive effect on the customer perceived value.(3)The flow experience of the game,the perceived usefulness of payment,the perceived value of customers have significant positive effects on the willingness of players to pay for game’s in-app purchase.On the basis of the research conclusion,this paper puts forward some suggestions on the operation of the game.The limitation and prospect of this paper are also presented.