แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
Wenqin He. Research on the continued consumption intention of virtual products in mobile games : taking 'honor of kings' as an example. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2024.
Research on the continued consumption intention of virtual products in mobile games : taking 'honor of kings' as an example
移动游戏内的虚拟产品持续消费意愿研究以《王者荣耀》为例
Name: Wenqin He
LCSH:
Virtual reality
-- Social aspects
LCSH:
Game
-- Purchase intention
LCSH:
Mobile games
LCSH:
Consumption (economics)
Abstract:
In recent years, as the player growth bonus in the mobile gaming market has
diminished, the continuous consumption behavior of gamers has become critical in
determining the future development of the market,making research in this area of
significant academic and commercial value. Based on this, this paper focuses on the
factors that influence the continuous consumption intentions of virtual products within
mobile games, using the representative game "Honor of Kings"as a case study.
Data from 372 valid questionnaires collected online were analyzed using
structural equation modeling.The results show that: 1) the expectation confrmation of
social and achievement needs,as well as perceived usefulness,positively influence the
satisfaction of mobile game players with purchasing virual products; 2) the
expectation confirmation of personal needs does not affect satisfaction; 3) perceived
usefulness and satisfaction positively influence the continuous purchase intentions of
virtual goods by mobile game players.
Abstract:
近年来，伴随移动游戏市场玩家增量红利的消亡，游戏玩家持续消费行为决
定未来的市场发展，对其开展研究，具有重要的学术和商业价值。基于此，本文
围绕影响移动游戏内虚拟产品持续消费意愿的因素，选取代表性的移动游戏--《王
者荣耀》为例进行研究。
通过网络问卷收集有效数据372 份，利用结构方程模型进行数据处理，结果
显示：1) 社交需求的期望确认度、成就需求的期望确认度、感知有用性正向影响
移动游戏玩家购买虚拟产品的满意度。2) 个性需求的期望确认度不对满意度产生
影响关系。3) 感知有用性、满意度正向影响移动游戏玩家对虚拟商品的持续购买
意愿。
Rangsit University. Rangsit University Library
Address:
PATHUM THANI
Email:
rattanapornn@rsu.ac.th
Name: Chen Yinghui
Role:
Advisor
Created:
2024
Modified:
2025-10-03
Issued:
2025-08-07
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
©copyrights มหาวิทยาลัยรังสิต
RightsAccess:
ใช้เวลา
0.199359 วินาที
Wenqin He
| Title | Contributor | Type |
|---|---|---|
| Research on the continued consumption intention of virtual products in mobile games : taking \'honor of kings\' as an example
มหาวิทยาลัยรังสิต Wenqin He | Chen Yinghui | วิทยานิพนธ์/Thesis |
Chen Yinghui
| Title | Creator | Type and Date Create |
|---|---|---|
| Research on the continued consumption intention of virtual products in mobile games : taking \'honor of kings\' as an example
มหาวิทยาลัยรังสิต Chen Yinghui | Wenqin He | วิทยานิพนธ์/Thesis |