网络游戏消费意向的影响因素研究  

A Study on the Influencing Factors of Online Game Consumption Intention

作　　者：饶黎[1] 林宏志 Rao Li;Lin Hongzhi

机构地区：[1]南京晓庄学院新闻传播学院 [2]东南大学经济管理学院

出　　处：《文化产业研究》2020年第2期240-254,共15页Cultural Industry Research

基　　金：国家社科基金艺术学重大项目“5G时代文化产业新业态、新模式研究”(20ZD05);江苏省社会科学基金项目“‘互联网+’背景下江苏传统艺术的文化产业链创新模式研究”(19YSB017)的阶段性成果;2016年度教育部人文社科研究青年基金项目“中国传统艺术的对外传播研究”(项目编号:16YJC760069)的阶段性成果

摘　　要：本文采纳科技接受模型,提出游戏消费意向影响因素的假设模型并进行检验。结构方程模型表明:心理需求对游戏属性、感知有用、审美体验都有显著正向影响;感知有用、审美体验对游戏消费意向有显著正向影响;游戏属性对审美体验有显著正向影响;审美体验在游戏属性与游戏消费意向的关系中起到了完全中介作用;游戏属性作为中介变量通过影响感知有用和审美体验来间接影响游戏消费意向。男士、女士在游戏消费意向方面存在差异。This paper adopts the technology acceptance model,introduces the aesthetic experience variables,puts forward the hypothesis model of the factors that affect the game consumption intention and tests it.Structural equation model shows that:psychological needs have a significant positive impact on game attributes,perceived usefulness and aesthetic experience;perceived usefulness and aesthetic experience have a significant positive impact on game consumption intention;game attributes have a significant positive impact on aesthetic experience;aesthetic experience plays a full intermediary role in the relationship between game attributes and game consumption intention;game attributes act as an intermediary variables indirectly affecting game consumption intention by influencing perceived usefulness and aesthetic experience.There are differences between men and women in game consumption intention.

关 键 词：网络游戏 消费意向 影响因素 结构方程模型 

分 类 号：F49[经济管理—产业经济] F274F713.55