虚拟商品感知有用性与网络游戏消费意愿:有调节的中介模型

The Relationship between Perceived Usefulness and Consuming Willingness of Virtual Goods in Online Games:A Moderated Mediating Model

目的:探讨网络游戏中虚拟商品感知有用性与网络游戏消费意愿的关系,并着力考察虚拟商品使用意愿和外倾性在其中所起的作用。方法:采用网络游戏消费意愿问卷、感知有用性问卷、虚拟商品使用意愿问卷和大五人格量表外倾性分量表对559名有网络游戏经验的大学生进行调查。结果:①虚拟商品的感知有用性可显著正向预测网络游戏消费意愿;对虚拟商品的使用意愿在两者间起中介作用;②外倾性对虚拟商品使用意愿在感知有用性与网络游戏消费意愿之间的中介效应具有调节作用,该间接效应对于高外倾性的玩家更为显著。结论:虚拟商品使用意愿中介了感知有用性对网络游戏消费意愿的影响,并且这一中介作用受到玩家外倾性的调节。

Objective:To investigate the relationship between perceived usefulness of virtual goods and consuming willingness in online games as well as the roles of intention to use of virtual goods and players’extraversion in the relationship mentioned above.Methods:A sample of 559 undergraduates with online game experience completed a battery of self–report questionnaires measuring their consuming willingness in online games,intention to use and perceived usefulness of virtual goods as well as their extraversion.Results:①Perceived usefulness was positively correlated with consuming willingness of virtual goods,and intention to use played a mediating role in this relationship.②The indirect effect of intention to use was moderated by extraversion of the player,and the effect was stronger for the player higher in extraversion.Conclusion:Perceived usefulness of virtual goods positively predicts player’s intention to use,which further increases consuming willingness.Furthermore,the extraversion of player enhances the influence of perceived usefulness of virtual on player’s intention to use.