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

作　　者：郝鹭捷[1,2] 吕庆华[1] 蒋清泉[3] HAO Lu-jie;Lv Qing-hua;JIANG Qing-quan(Business School,HuaQiao University,Quanzhou 362021,China;Economics and Business Administration,Fuzhou University of Foreign Studies and Trade,Fuzhou 350202,China;Economics and Business Administration,Xiamen University of Technology,Xiamen 361021,China)

机构地区：[1]华侨大学工商管理学院,福建泉州362021 [2]福州外语外贸学院经济管理学院,福建福州350202 [3]厦门理工学院经济与管理学院,福建厦门361021

出　　处：《北京邮电大学学报（社会科学版）》2018年第5期1-7,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：福建省社会科学规划项目(FJ2018B062)

摘　　要：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.

关 键 词：化身认同 虚拟产品 乐趣感知 沉浸体验 消费行为 

分 类 号：F49[经济管理—产业经济]