| "Value-based consumption" has become the mainstream of consumption tendency.With the increasing scale of China’s game consumption market and users,games have gradually become important chart of the online cultural consumption of young consumers and have shown a tendency of "value orientation".This not only helps to improve players’ game loyalty,but also promotes the transformation and upgrading of the game market and boosts consumption.Taking the dress-up mobile "Shining Nikki" as an instance,this paper explores the relationship between the consumption values and gamer loyalty in game.A questionnaire survey of 657 game fans from online communities found the social value and cognitive value dimension of consumption values influences behavioral loyalty;and after that,the loyalty of attitude influence behavioral loyalty in "Shining Nikki";Third,game satisfaction plays a mediating role between cognitive value and loyalty of attitude,and game satisfaction is a mediation between conditional value and loyalty of attitude and behavioral loyalty.Finally,this paper makes suggestions on how to improve the consumption value of players and enhance player satisfaction and loyalty.First,game operation should consider that the pricing of game items matches its consumption value.Second,the game side needs to continue to create more characteristic game costumes,maintain the novelty of players,and meet the cognitive value of players;improve the social mechanism and community operation of the game platform to improve the social value of players.Finally,in the process of Co-creation,the bond between players and the game is soaring,and the satisfaction of players is improved through the feedback mechanism.Game suppliers can provide consumers with game products and promote the transformation of players’ purchase behavior,in order to achieve win-win cooperation between game suppliers and players and the robust development of games. |
