新生代农民工网络游戏消费行为研究

Research on Online Game Consumption Behavior of New Generation Migrant Workers

截至2010年底,国内的网络游戏消费者达到了7598.3万,其中部分是新生代农民工。通过深度访谈,发现新生代农民工因网络游戏的新奇有趣和年轻人的好奇贪玩,以及人际认同和身份认同的需要,大多在十五六岁就开始接触网络游戏。他们在时间、精力、金钱上对网络游戏的投入差异较大,消费的主要目的是为了娱乐消遣、结交朋友、获得成就感或拥有虚拟财富;新生代农民工的网络游戏消费对他们的日常消费、现实人际关系和日常生活的影响程度不一,并往往与他们在网络游戏上的投入呈正相关。

By the end of 2010,the online game consumers reached 75.983 million in China,and some of them are new generation migrant worker.Research on their online game consumption behavior provides reference to both cultural awareness programs of migrant workers and the market development of online games.Research results show that migrant workers and other online game consumers have both similarities and differences at the same time.