The Effect Of Perceived Value On Online Game Players’ Consumption Intention: A Mediated Model With Moderation

Driven by the development of Internet,big data and other technologies,people and media are moving towards a closer relationship,and "everything is media" has been transformed from an academic fantasy to a realistic picture.In this context,games are flourishing as an emerging medium,bursting with huge economic and social benefits.According to the 2022 China Game Industry Report,the actual sales revenue of China’s game market will be 265.884 billion yuan in 2022.The high revenue of the game industry not only promotes the benign development within the industry and improves the quality of game products,but also becomes a channel to attract people to approach the medium.In recent years,online game companies have been developing hotly,and many young people have flocked to the game industry,which is of great significance to improve the job market.Therefore,academics have also turned their attention to the game industry,especially to the realities related to game consumption.This paper uses an empirical research method,with game consumption intention as the dependent variable,perceived value as the independent variable and flow experience as the mediating variable,and introduces the new concept of game literacy,in order to investigate the influencing factors and generation mechanism of game consumption intention of online game players.The main method used is the questionnaire survey method,which includes five parts: basic information of players,perceived value of game,flow experience of game,willingness to consume game and game literacy.855 valid questionnaires were collected.The author used the data analysis software SPSS26.0 and the Process 4.0 plug-in in the software to organize and analyze the collected data,and finally obtained the following research results:(1)Perceived value has a significant positive influence effect on mindstreaming experience;(2)Perceived value has a significant positive influence on game consumption intention;(3)Mindstream experience has a significant positive influence on the willingness to consume games;(4)Mindstream experience has a partial mediating role between perceived value and willingness to consume games;(5)Game literacy plays a moderating role between mind-flow experience and game consumption intention,and does not play a moderating role between perceived value and game consumption intention.