行为动机差异与我国手机网游市场发展影响研究

基于问卷调查数据,研究通过明确界定三种典型手机网游玩家行为动机类型以及该市场发展状况,运用结构方程,实证检验了手机网络游戏玩家行为动机对该市场发展的影响。结论表明,手机网游玩家行为动机已经表现出了多重交织的特点;相对探索体验性动机,玩家互动沟通性动机和成就性动机更显著构成了影响我国手机网络游戏市场发展的因素;基于动机影响下的市场分析也表明,该市场发展仍然还处于低层次"拉锯"阶段。

Difference of Behavior Motivation and Its Influence on China Mobile Phone Net work Market Development

Based on questionnaire data and through structural model,this paper defines clearly three different kinds of behavior motivation of mobile phone network game player,as well as the status of that market.The findings show that for the influence of behavior motivation on mobile phone network game market development,interwoven characteristic of player motivation is already very apparent.Compared with exploration motivation,interactive and communication motivation,and achievement motivation have even more apparent influence on market;findings also indicate that the market is still at a very low level and at "see-saw" stage.