手机网络游戏玩家付费意愿的影响因素研究

发布时间：2017-12-31 12:26

本文关键词：手机网络游戏玩家付费意愿的影响因素研究　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来智能手机的普及和手机网络游戏的高速发展使得越来越多的玩家使用智能手机进行网络游戏。而其带来的巨大的商机是越来越多的游戏厂商开始在智能手机上制作高质量的网络游戏。而传统网络游戏中所运用的游戏免费,道具收费的所谓F2P模式也直接成为了手机网络游戏所采用的主流收费模式。目前国内外对于F2P收费方式在传统网络游戏领域已经有较为全面的研究,包括了游戏态度,付费态度,付费意愿等方面,但是在免费手机网络游戏领域,目前还没有任何直接的关于手机网络游戏玩家付费态度,付费意愿方面的研究较。本文尝试根据已有的研究成果,提出影响手机网络游戏玩家付费意愿的假设模型。再通过问卷调查的方式收集数据,然后使用Amos软件进行结构方程建模和分析的方面来分析各影响因素之间的关系以及对手机网络游戏玩家对于收费道具的购买意愿的影响,以更加深入的了解影响手机网络游戏玩家付费态度和付费意愿的因素。
[Abstract]:In recent years, the popularity of smart phones and the rapid development of mobile online games make more and more players use smartphones to play online games. High quality online games are made on board. Games used in traditional online games are free of charge. The so-called "F2P" model of props charging has also become the mainstream charging mode of mobile phone online games. At present, there has been a more comprehensive research on the F2P charging mode in the traditional online games field at home and abroad. Including the game attitude, pay attitude, willingness to pay, but in the free mobile phone online games, there is no direct mobile online game players pay attitude. The research on willingness to pay is more obvious. According to the existing research results, this paper proposes a hypothetical model that affects the willingness of mobile online game players to pay, and then collects the data by questionnaire. Then use Amos software to model and analyze the structural equation to analyze the relationship between the factors and the impact on the mobile phone online game players' willingness to purchase the charging props. In order to more in-depth understanding of mobile online game players pay attitude and willingness to pay the factors.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F49

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