游戏衍生品使用行为影响因素实证研究

发布时间：2018-05-28 15:05

本文选题：游戏衍生品 + 使用行为　；参考：《华南理工大学》2010年博士论文

【摘要】： 在1999年7月我国游戏玩家真正接触网络游戏的十年里,中国的网络游戏市场迅速发展,已经成为全球数字娱乐市场最为重要的组成部分。2009年国内市场规模(仅包括面向玩家的游戏运营收入)为258亿元人民币,海外出口收入1.06亿美元。远远超过传统的三大娱乐内容产业—电影票房、电视娱乐节目和音像制品发行收入的总和。从全球来看,电子游戏(以下简称游戏)市场同样一片繁荣,成为受金融风暴影响最小的行业之一。在美、日、韩三国,游戏产业也早已成为其重要产业,甚至支柱产业。游戏与动漫同属文化创意产业。在美、日、韩三国动漫产业链上,动漫衍生品的收入往往数倍于动漫的播出收入。因此,对于游戏衍生品,游戏开发或运营商也早已为之心动,并纷纷进行开发尝试,但成功者寥寥。这令全世界游戏业界人士都非常困惑。从文献检索的情况来看,在全球范围内,对游戏衍生品消费者行为的研究都尚属空白。本研究旨在对此开展应用性理论研究,希望研究成果能够为游戏开发商开发经营其衍生产品提供理论支持和实践帮助,为游戏产业链均衡发展做出贡献。在沿着两条主线:理性行为理论及其深化和拓展成果;鲍德里亚的符号化消费理论进行文献研究的基础上,首先采用深度访谈的形式对游戏衍生品使用行为影响因素进行了探索性定性研究;接着对有关概念进行了界定,并提出了初始假设;然后通过前测分析,对变量、测量变量和假设进行了调整;最后创新性提出了一个影响消费者游戏衍生品使用行为的多因素结构方程模型,并采用自编问卷予以了验证。经验证的模型由两个前置变量,游戏体验和信息感知;六个中间变量,情感符号、风险控制、描述规范、认知态度、情感娱乐和使用意愿;一个结果变量,使用行为构成。模型变量间的关系为游戏衍生品的开发与经营提供了丰富的信息。本研究的创新点有: 1、拓展了游戏衍生品的定义。根据游戏玩家的特点和需求将游戏开发商、运营商、游戏等品牌的延伸产品纳入游戏衍生品之中。游戏衍生品的定义扩展后,可以为游戏衍生品开发与设计、生产与经营企业开创更广阔的思维与实践空间,可以更好地满足消费者对游戏衍生品的需求。 2、创造性地归纳出影响消费者游戏衍生品使用行为的情感娱乐、情感符号和风险控制三个变量。归纳充分反映出消费者对游戏的情感,是其对游戏衍生品感知娱乐和符号化感知的基础,其对游戏衍生品的情感态度是其对游戏本身的情感态度在现实社会的延伸;归纳精炼了模型,突出了影响消费者使用游戏衍生品的主要因素。 3、创新性地提出并验证了一个游戏衍生品使用行为影响因素模型。填补了游戏衍生品消费者行为理论研究的空白。 4、探讨了性别、年龄、收入水平等控制变量对使用行为的影响,进一步丰富了模型,增加了模型在不同的控制变量作用下的解释力度。 5、根据模型、模型各变量之间的相互关系以及关系强度、各个测量变量对相应因素的影响强度,提出了若干企业开发与经营游戏衍生品的指导性建议。
[Abstract]:In the ten years of real contact with online games in July 1999, China's online game market has developed rapidly. It has become the most important part of the global digital entertainment market in.2009. The domestic market scale (including game operating income for players) is 25 billion 800 million yuan, and the overseas export income is 106 million dollars. Far more than the traditional three entertainment content industries - movie box office, television entertainment programs and audio-visual products distribution revenue.
From the global point of view, the market of electronic games (hereinafter referred to as games) is also booming, becoming one of the least affected sectors of the financial storm. In the United States, Japan, and Korea, the game industry has already become an important industry, even a pillar industry.
Games and animation are the same cultural and creative industries. In the United States, Japan, and the Korean animation industry chain, the income of anime derivatives is often several times more than the animation broadcast income. Therefore, for game derivatives, game development or operators have long been the heart, and have been developing attempts, but few successful people. This makes all the world game industry people It's very confusing.
From the case of literature retrieval, the research on the consumer behavior of game derivatives is still blank in the global scope. This study aims to carry out the application theory research. It is hoped that the research results can provide theoretical support and practical help for the game developers to develop and manage their derivatives, and give tribute to the balanced development of the game industry chain. Offer.
On the basis of the two main lines: the theory of rational behavior and its deepening and development; on the basis of the literature study of Baudrillard's symbolic consumption theory, this paper first explores the influence factors of the use behavior of game derivatives by means of deep interview, then defines the related concepts and puts forward the initial leave. Secondly, the variables, measurement variables and assumptions are adjusted by the pre test analysis. Finally, a multi factor structural equation model which affects the use behavior of consumer game derivatives is innovatively proposed, and the self-made questionnaire is used to verify it.
The verified model consists of two prepositional variables, game experience and information perception; six intermediate variables, emotional symbols, risk control, description of norms, cognitive attitudes, emotional entertainment and willingness to use; a result variable, use behavior composition. The relationship between model variables provides rich information for the development and management of tourism derivatives.
The innovative points of this study are:
1, expand the definition of game derivatives. According to the characteristics and needs of the game players, the game developers, operators, games and other brands are incorporated into the game derivatives. After the definition of the game derivatives is expanded, the game derivatives can be developed and designed, and the production and business enterprises create broader thinking and practice space, To better meet consumer demand for game derivatives.
2, creatively generalize the emotional entertainment, emotional symbol and risk control three variables that affect the use behavior of the consumer's game derivatives. The induction fully reflects the emotion of the consumer to the game. It is the basis for the perception of the game derivatives, and the emotional attitude to the game derivatives is their feelings to the game itself. The extension of sense and attitude in the real society; the induction and refinement of the model, highlighting the main factors that affect consumers' use of game derivatives.
3, a model of influencing factors of game derivatives usage is proposed and verified, which fills the gap of theoretical research on consumer behavior of game derivatives.
4, the effects of control variables such as gender, age and income level on the use of behavior are discussed, which further enriches the model and increases the explanation of the model under the effect of different control variables.
5, according to the model, the relationship between the variables of the model, the intensity of the relationship and the intensity of the influence of each measurement variable on the corresponding factors, some guiding suggestions for the development and operation of game derivatives for enterprises are put forward.
【学位授予单位】：华南理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F224;F49

【参考文献】