网民参与虚拟游戏感知对其网络忠诚度影响

Influence of Netizen's Perception from Participating in Virtual Game on the Website Loyalty

以虚拟游戏应用于社交网络平台作为研究对象,从用户参与平台虚拟游戏所获感知的角度,构建了网民参与虚拟游戏对社交网站网络忠诚度的影响模型。研究结果表明,游戏体验,游戏服务,安全性对网站行为忠诚和态度忠诚有显著正向影响,响应性、信誉度只对网站的态度忠诚有正向影响,而游戏成本对网站的态度忠诚有负向影响,建议网站应从提高网民游戏体验感知价值,降低游戏成本,加强对于游戏的环境维护与提升网站自身的信誉度四个方面来培养网民忠诚。

Taking the virtual social networking platform used in the game as the research object,and from the perspective of perception obtained from the users participating in a virtual gaming platform,this article builds an model of the influence of netizen participating in virtual games on the social networking site loyalty.The results show that the game experience,game service,and security on the social networking have a significantly positive impact on the site behavior loyalty and attitude loyalty,and responsiveness and credibility of the site only have a positive impact on the attitude loyalty,while the cost of the game on the site has a negative impact on the attitude loyalty.Therefore,to cultivate the loyalty of netizen,this paper proposes to improve the perceived value of Internet users’gaming experience,lower the cost of the game,strengthen the maintenance of the game environment,and promote the credibility of the site.