Research On The Impact Of Non-functional Virtual Commodities In International Online Games Based On Cultural Identity

In the past ten years,the development of the online game industry has grown and gradually matured,becoming an indispensable part of modern people’s lives.In such an era,the consumption behavior of players in the study network games is very academic and social.As the competition in the domestic online game industry is becoming more and more intense,and the phenomenon of homogeneity of gaming is becoming more and more serious.In order to gain advantages in market competition,international game manufacturers have chosen to have proven effective marketing methods in recent years-the product integrates Chinese elements and the Chinese elements have been incorporated into Chinese elements and the Chinese elements have been incorporated into Chinese elements and the elements of Chinese elements have Successful.This study attempts to analyze the virtual commodities incorporated into Chinese elements from the perspective of cultural identity can attract domestic consumers to buy their willingness.This study is based on planned behavior theory and customer value theory.It is based on non-functional virtual commodities that integrate Chinese elements.This study sorted out the concepts and research status of Chinese elements,cultural identity,perception value,and willingness to buy,and carried out reasoning assumptions and building models,and finally determined the theoretical model of this study.Among them,cultural identity is the central path,perceived value(functional value,emotional value,social value,self-implementation value),and immersion experience as intermediary variables,and the willingness to buy is the dependent variable.Subsequently,this study was inspected through the issuance of investigating the investigation,and a total of 307 valid questionnaires were recovered.Empirical analysis through SPSS26.0,the following conclusions are obtained:(1)two variables(attribute identity,self-esteem identity)of cultural identity and identity are positive influencing sensing value and purchasing willingness;(2)perceived value(functional value(functional value,Emotional value,social value,self-actual value)are being established with the intermediary role of perception value and an immersive experience.Finally,according to the empirical research conclusions,combined with the current development status of non-functional virtual commodities,domestic and foreign online game manufacturers are made on countermeasures.