The Effect of Consumption Values on Purchase Behavior for Virtual Goods in Mobile Game

DOI

10.2991/edmi-19.2019.108How to use a DOI?

Keywords

Mobile game; Virtual goods; Consumption values; Purchase behavior.

Abstract

The purpose of this study was to investigate the impact of the users’ perceived consumption values on their purchase behavior for virtual goods in mobile game. Through the summary of the previous research results, the consumption values, consumer attitude, purchase intention and purchase behavior were selected to form the model. In this study, a total of 1097 game users took part in the survey through online. Data was analyzed and measured by Spss25 and Amos 23 software. Finally, this paper proved some specific marketing suggestions for game developers and game operators according to the results of analysis.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jing Jia
AU  - Hongyu Wang
PY  - 2019/08
DA  - 2019/08
TI  - The Effect of Consumption Values on Purchase Behavior for Virtual Goods in Mobile Game
BT  - Proceedings of the 1st International Symposium on Economic Development and Management Innovation (EDMI 2019)
PB  - Atlantis Press
SP  - 626
EP  - 631
SN  - 2352-5428
UR  - https://doi.org/10.2991/edmi-19.2019.108
DO  - 10.2991/edmi-19.2019.108
ID  - Jia2019/08
ER  -