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Influencing Factors involved in behavior based on the the TAM theory of online games

Author: ZhouLang
Tutor: YaoMingLong
School: Zhejiang University
Course: Technology Economics and Management
Keywords: Online games Participation behavior Influencing factors
CLC: F49
Type: Master's thesis
Year: 2006
Downloads: 773
Quote: 12
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Abstract


The rapid development of the Internet, eliminating geographical constraints, so that people of different places to be able to come together for interactive communication, led to the formation of virtual communities. Online games, as a typical representative of the virtual community in China has achieved rapid development and become a \However, the rapid development of online game industry while filling many online gaming operators have ignored the regularity of things about the online gaming industry (such as the study of the impact of factors involved in online games). In this paper, the network game as the study aims to propose a network game more complete participation factors and strategic guidance for the development of the online game operators. Departure from the concept of online games, connotation and characteristics of the concept of online game at home and abroad, to participate in online games influencing factors important literature more comprehensive carding and analysis, the last of these documents are summarized, and combined with the domestic network game development system research model of this study. Empirical factors impact on the attitudes and behaviors of online games has two aspects, a player (including perceived cool experience, perceived usefulness and perceived ease of use) and games (including game design attractive services in games brand). In terms of personal perception, perception cool experience at the most important position in the behavior of the participation of various types of online games are largely explains why online gamers are willing to play online games. And perception of cool to experience and participate in attitude and participation behavior very strong correlation. Significant correlation between perceived usefulness and perceived ease of use and participate in attitude, and only participate in attitude was significantly associated with participation behavior, there is no significant relationship between perceived ease of use, and perceived ease of use in the overall regression model did not enter the regression equation. Very obvious in the quality of the game, online game brand attitude and behavior, brand attitudes, and behavior there is a significant correlation, and occupies a very important position. Online game service attitudes, and behavior have a significant correlation significant correlation network game design attractive and attitudes, and behavior, and in the subsequent regression analysis, the three factors are entered into the regression equation.

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