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作为网络经济时代一种新的大众娱乐方式,十多年来,我国的网络游戏业取得较大发展,并且成为互联网市场中规模最大的子市场。而在其繁荣的背后,我国网络游戏业又在一定程度上存在着追求短期效益的行为,赢利方向仍摇摆不定,赢利机制尚不清晰,不利于该产业的进一步发展。从消费心理学视角,研究网络游戏消费者的消费态度,消费动机和实际消费之间的关系,探索符合消费者普遍心理的网络游戏赢利模式,旨在促进网络游戏产业健康和长远发展。
As a new way of mass entertainment in the network economy era, China’s online game industry has made great development over the past decade and has become the largest sub-market in the Internet market. Behind its prosperity, the online game industry in our country exists to pursue the short-term benefit to a certain extent. The direction of profit is still fluctuating. The profit-making mechanism is not yet clear and not conducive to the further development of the industry. From the perspective of consumer psychology, this paper studies the relationship among consumption attitude, consumption motivation and actual consumption of online game consumers, and explores the profit model of online games in line with the general psychology of consumers to promote the healthy and long-term development of the online game industry.