摘要
本研究聚焦以游戏行业为代表的数字内容产业中的产消现象,在氪金动机模型的基础上,引入游戏“肝”度和游戏粉丝热忱作为“生产性游玩”的重要形式,构建了一个游戏粉丝氪金机制模型,采用两种不同但互补的方法分析机制模型:结构方程模型(SEM)和模糊集定性比较分析(fsQCA)。PLS-SEM发现,寄托情感、满足社交、协同竞合及沉浸体验对游戏“肝”度及游戏粉丝热忱均有一定影响;游戏“肝”度及游戏粉丝热忱对氪金意愿有正向影响;游戏“肝”度及游戏粉丝热忱的中介效应获得不同程度的支持。fsQCA分析发现4种引致玩家产生氪金意愿的前因构型。本研究既探讨了玩家氪金意愿前因动机的净效应,还厘清了导致结果变量的构型,为游戏策略制定、游戏消费市场健康发展提供了理论依据。
This study focuses on the production-consumption phenomenon in the digital content industry represented by the game industry.Based on the consumption motivation model,a new game fan consumption model is constructed by introducing game labor and game fan enthusiasm as important forms of"productive play",The methods are different but complementary,which are adopted to analyze the model.PLS-SEM finds that emotional sustenance,social satisfaction,collaborative competition and immersive experience have positive effects on game labor and game fan enthusiasm;game labor and game fan enthusiasm have positive effects on in-purchasing consumption intention.The mediation effect of game labor and game fan enthusiasm has received different degrees of support.That fsQCA finds that there are four configurations leading to in-purchasing consumption intention.This study explores the net effect of the motivation of players'in-purchasing consumption intention,and clarifies the configurations of the outcome variables,which provides a theoretical basis for the design of game content,the formulation of business strategies,and the health of the game consumer market.
作者
贺建平
黄秋皓
HE Jian-ping;HUANG Qiu-hao
出处
《未来传播》
CSSCI
2023年第5期59-69,137,共12页
Future Communication
