化身认同对网络游戏虚拟产品消费影响路径研究

Influencing Path of Player-avatar Identification on Virtual Item Consumption in Online Games

以化身认同为研究视角,将乐趣感知、沉浸体验作为中介变量构建了化身认同对网络游戏虚拟产品消费影响路径模型,通过实证检验发现:第一,化身认同、乐趣感知、沉浸体验、虚拟产品购买意愿相互正相关;第二,化身认同可直接预测网络游戏虚拟产品购买意愿;第三,化身认同通过沉浸体验单独中介、感知乐趣及沉浸体验链式中介间接影响网络游戏虚拟产品购买意愿。

Online game virtual item consumption has become one of the main sources of profit for game operators.With the development of mobile games,the virtual item market shows great potential.The mobile games′setting currently focuses on fairness,and the consumption of virtual item does not affect the outcome of the game directly.From the perspective of player-avatar identification,enjoyment perception and flow experience are taken as intermediary variables to construct the model of influencing path of player-avatar identification on virtual item consumption.Through empirical study,it is found that:first,player-avatar identification,enjoyment perception,flow experience and virtual item purchase intention are all pairwise correlated;second,player-avatar identification can directly predict virtual item purchase intention;third,player-avatar identification affects virtual item purchase intention through two indirect paths:the mediating role of flow experience,and the chain mediating role of enjoyment perception and flow experience.