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Online game users to choose and use of Influencing Factors

Author: WangYiNuo
Tutor: YeQiang
School: Harbin Institute of Technology
Course: Management Science and Engineering
Keywords: Online Games Of expectations Usage behavior Operational strategies
CLC: F49;F224
Type: Master's thesis
Year: 2011
Downloads: 149
Quote: 0
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Abstract


Since 2010, China's online game users already becoming saturated . In such a context, the user implementation of targeted online game development, to attract users and to keep the user is particularly important. Explore the use of online game users to select and behavior factors , on the one hand can help companies attract consumers, on the other hand can help them grasp the consumer. Not only has theoretical significance , but also has practical significance. This user attributes from online games and game feature attributes start, identify the impact of online game users to select and use behavior factors , and as a basis for analysis , aimed at addressing the following questions: ( 1 ) individual needs, experience and prior periods word of mouth can be explained by the extent to which user expectations ; ( 2 ) the price level and the extent to which can be explained by perceived useless user perception ; ( 3 ) the user selects the network behavior behavior and the behavior of the user what factors influence ; ( 4 ) online games operators to develop guidance on the development strategy . In the full study of existing literature and theoretical studies , based on the paper constructs a model of user behavior online game , by designing the questionnaire to collect data for statistical analysis of the use of scientific methods for data analysis, testing hypotheses and inferences. Finally the following conclusions: ( 1 ) the deviation in the theoretical study based on the desired part , despite the expectations of online game users in previous studies can be used in personal needs , to the experience and reputation as a measure of perspective , but in the degree of deviation of expectations and related impacts relationships , reputation for poor degree does not play a direct influence , but through the direct impact on the perception of useless indirectly affect the degree of deviation . Price levels in the use and perception useless as a measure of perceived perspective when similar situation, that the price level on the impact of the degree of deviation is also indirectly affected by sensing useless . ( 2 ) In the theory of planned behavior -based part of the study , user satisfaction with the online game jointly influence behavior intention and subjective norm, perceived behavioral control , respectively, with the expectation of the reputation and perception of the price level of correlation .

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