社交、功利与情感动机:三维度氪金动机模型下的国产手游消费研究  

Socialization,Utilitarian and Affection:Research on Chinese Mobile Games Consumption Based on Three-dimensional Motivation Model

作　　者：张小雪 王兵 张维肖 Zhang Xiaoxue;Wang Bing;Zhang Weixiao(School of Journalism and Communication,Tsinghua University)

机构地区：[1]清华大学新闻与传播学院,北京100084

出　　处：《新闻界》2022年第9期75-85,共11页Journalism and Mass Communication

摘　　要：在精神满足成为用户核心需求的社会语境下,移动端的数字娱乐产品不断迭代,催生了繁荣的游戏景观,手机游戏作为游戏亚文化的组成部分,在社会、消费等层面产生影响。本研究从三维度氪金动机模型出发,采用问卷调查(N=588)收集数据并进行相关分析。结果发现:相较于以竞争动机、情感动机和社交动机为核心的传统三维度氪金模型而言,以功利动机、情感动机和社交动机所构成的新三维度氪金动机能够显著正向影响青年的氪金意愿。另外,游戏黏性在功利动机、情感动机和社交动机与游戏消费者的氪金意愿中发挥着中介作用。从理论研究意义层面而言,本研究不仅验证了目前尚未有人通过量化方法验证的三维度氪金动机模型,并且增设了游戏黏性作为中介变量,发展了初步形成的三维度氪金动机模型,发掘了游戏消费者的不同游戏动机与其氪金意愿之间的内在逻辑。从现实层面而言,了解游戏消费者的氪金动机能够对网络游戏的设计、商业策略的制定、监管措施的施行提供重要的参考价值。In a social context where spiritual satisfaction has become the core need of users,mobile digital entertainment products continue to iterate,giving birth to a prosperous game landscape.Mobile games,as a part of game subculture,have an impact on society and consumption.Based on the three dimensional consumption motivation model,this study used questionnaire survey(N=588)to collect data and conduct correlation analysis.The results showed that compared with the traditional three-dimensional model with the core of competitive motivation,affective motivation and social motivation,the new three-dimensional model with the core of utilitarian motivation,affective motivation and social motivation has a significant positive impact on young people’s willingness to pay money.In addition,game stickiness plays a mediating role between utilitarian motivation,affective motivation and social motivation and the willingness of game consumers to spend money.From theoretical research significance level,this study not only has yet to someone through quantitative method validation of three dimension consumption gold motivation model,and add the game stickiness developed the initial formation of the three dimensions motivation model,explore the game different consumer motivation and its internal logic between in-purchasing consumption intention.From the practical level,the understanding of game consumers’financial motivation can provide important reference value for the design of online games,the formulation of business strategies and the implementation of regulatory measures.

关 键 词：三维度氪金动机模型 消费动机 氪金行为 

分 类 号：G206[文化科学—传播学]