Deep-Playing But Zero-Payment:Research On Zero-Consumption Behavior And Identity Construction Among Online Gaming Players

China is the world’s largest online gaming market,where online gaming consumption is very common.The majority of games on the market follow the "pay-to-win" business model,which results in a disconnect between game play and spending behavior.Thus,the zeroconsumption behavior and zero-consumption player group in online games are generated.This research takes deep-playing gamers who have zero-consumption behavior as the research object,and through participatory observation and in-depth interview methods,it analyzes the mechanism of zero-consumption behavior in games,game strategies that adapt to the characteristics of zero-consumption,and the identity recognition of zero-consumption players.The research finds that zero-consumption players will be bound by two constraints in the process of being induced,generating consumption desire,and transforming it into consumption behavior: the game motivation,game commodity attraction,player’s virtual consumption habits,and prejudice towards the game will constraint the generation of consumption desire;the financial condition,expectation of consumption experience,and concerns about rights protection will constraint the transformation of consumption desire into actual game consumption behavior.The zero-consumption players are effectively affected by these constraints and choose a stable zero-consumption behavior in the game.Compared to paying players,they have formed a set of game strategies that adapt to the characteristics of zero-consumption: " broaden sources of income and reduce expenditure ",selective game play,and satisfying emotional needs through various support methods instead of consumption,and being more likely to give up the game due to low degree of binding with the game.Zeroconsumption behavior also shapes the player’s identity recognition,and the distinction between "zero-consumption players" and "paying players" is formed through whether or not they consume,and zero-consumption players construct positive self-identity and weak group identity through their gaming practices and group interactions.This study considers that zero-consumption behavior in gaming reflects the vigilance of zero-consumption players towards consumerism and their pursuit of security in a risk society.This is a "a life of one’s own" within the game,which is one aspect of individualization.Zeroconsumption players make an irreplaceable contribution to the development and prosperity of the game.Game manufacturers and paying players should respect zero-consumption players.Finally,this study also provides suggestions for game developers on how to increase game conversion rate.