摘要
本文以我国网络虚拟物品消费者为实证研究对象,运用探索性因子分析与验证性因子分析,系统地分析了消费者进行网络虚拟物品购买的动机因素,创新性地得出网络虚拟物品消费的五大动机即"性与攀比"、"成就"、"领导"、"实用与便利"以及"沉溺"。通过实证分析设计出网络虚拟物品消费动机的测量量表。最后讨论了结论的营销应用与研究局限性。
Demonstrated by consumers of on - line virtual goods, by utilizing exploratory factor analysis and confirmatory factor analysis, this paper has brought forward creatively five motivations of consumersj buying behavior which are sex and comparisons, achievement, leadership, practicability and convenience together with indulgence. In the process of research, a measure scale on consumption motivations of on - line virtual goods is developed in this domain. The application in marketing and limitations of the conclusion are discussed in the end.
出处
《中国软科学》
CSSCI
北大核心
2010年第4期135-145,共11页
China Soft Science
关键词
网络虚拟物品
消费动机
网络游戏
虚拟社区
.on - line virtual goods
consumption motivations
on - line games
virtual community
