The Evolution of Game Payment Mechanisms and Adaptation to Consumer Behavior in Different Markets in a Global Perspective
DOI:
https://doi.org/10.52152/3157Keywords:
technology acceptance model; structural equation modeling; game payment; consumer behaviorAbstract
The competition in the game industry is becoming increasingly fierce under the global perspective, and a full understanding of the motivational behavior and willingness to pay of consumers in different markets can help to optimize the payment mechanism of the game, so as to enhance the competitiveness of the game industry. The article constructs a hypothetical model between internal and external motivations of consumer behavior and willingness to pay in different markets by taking the motivational behavior model and technology acceptance model as the basis and combining with structural equation modeling. A questionnaire containing each model variable was designed to obtain research data to analyze the specific influence of internal and external motivations of consumer behavior on willingness to pay.SEM test results show that at the 0.05 significance level, the path coefficients of the internal and external motivations of consumer behavior on willingness to pay in different markets are 0.163 and 0.174, respectively, which are of significant influence. And the immersion experience and perceived ease of use in the model between consumer behavioral motivation and willingness to pay has a fully mediated effect, the effect value is 0.538 and 0.835, respectively, both significant at the 1% level. Consumer behavioral motives in different markets will affect their willingness to pay, so the game payment mechanism needs to clearly delineate the payment boundary as well as optimize the utility value of virtual goods in order to motivate consumers in different markets to be willing to pay for the game.
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