Research On The Motivation And Consumptionintention Of Offline Script Murder Players

In recent years,"Script Murder" has become a booming new form of entertainment for young people in China,quickly gaining widespread attention and a large number of players with its social attributes and role-playing features.In particular,the offline script murder format is now a popular choice for face-to-face communication and entertainment,in a context where modern people are closely connected to virtual space and addicted to the online world.It is also expected to become a new offline economic growth point and a new way of cultural expression.The definition of script murder is currently unclear,there is a paucity of relevant research,a lack of empirical studies in terms of players’ motivations and consumption behaviour.This study takes offline script murder as research object,classifies it reasonably as a kind of role-playing game,conducts motivation research from the players’ perspective,and analyses the relationship between players’ motivation and willingness to consume.Additionally,the flow(theory)in psychology is included as a mediating effect to explore the player’s experience in the game and the influence between the variables.The paper contains the following six sections.First,the current development of script murder in China,especially offline script murder,are summarized.Then,a literature review is conducted to demonstrate the feasibility of studying script murder from the perspective of game motivation research,then introducing the flow experience and analyzing its possible role.Thirdly,in the research design,this study integrates the framework of game motivation research,flow theory and consumption intention-related model.Based on the literature and in-depth player interviews,the independent variables of player motivation include four first-order factors: social experience,immersion,achievement and content.The consumption intention and flow experience of offline script-killing players are the dependent and mediating variables respectively.Fourthly,in the analysis section,a total of 387 valid questionnaires were collected.The questionnaire data were screened and analyzed to determine the reliability and validity of the data,and the final results were obtained and the hypotheses were tested.The results show that players’ social experience motivation,role-playing under immersion motivation,achievement motivation and content motivation can positively influence their consumption intention,with social experience motivation having a greater impact,while escape motivation under immersion does not have a significant impact.In addition,flow plays a significant mediating role between players’ intention to consume and social,role-playing,achievement as well as content motivation.Fifthly,in the conclusion section,based on the data results and the players’ interviews,the various player motivations are discussed,and suggestions are made for the benign development of the offline script murder industry.Finally,the limitations of this study are summarized and prospects for future research goals related to script murder are presented.