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首页> 外文期刊>Computers in Human Behavior >Loyalty towards online games, gaming addiction, and purchase intention towards online mobile in-game features
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Loyalty towards online games, gaming addiction, and purchase intention towards online mobile in-game features

机译：对在线游戏的忠诚度，游戏成瘾以及对在线移动游戏内功能的购买意愿

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摘要

The most important stream of game developers' revenue is arguably via gamer's in-game purchases. Previous literature has identified a number of strong determinants of online purchase intention including values, consumer experience, lifestyle, security, perceived risk, information, and subjective norms and behavioural control. The present study examined the relationship between online mobile gaming addiction and loyalty towards purchase intention of online mobile game in-game apps. The present study comprised 430 students from two major Indian universities who completed a short 28-item survey focusing on three variables (i.e., addiction, loyalty towards online games, and purchase intention towards online mobile in-game features). The results demonstrated that (i) online mobile game addiction shared a significant positive relationship with online mobile game loyalty; (ii) online mobile game addiction had a positive relationship with the purchase of online mobile in-game apps, and (iii) online mobile game loyalty increased game users' intention to purchase online mobile in game apps. The present study is the first to investigate loyalty and gaming addiction in relation to the purchase of in-game apps. Game developers will always want to facilitate loyalty among its clientele. However, if the engagement strategies used by gaming operators facilitate addiction as a way of increasing purchase intention of online mobile game in-game apps, this raises serious ethical questions which the gaming industry need to address as part of its corporate social responsibility strategy.
机译：游戏开发者最重要的收入来源可以说是通过玩家在游戏中的购买。先前的文献已经确定了许多在线购买意图的决定因素，包括价值，消费者体验，生活方式，安全性，感知的风险，信息以及主观规范和行为控制。本研究调查了在线手机游戏成瘾与忠诚度对在线手机游戏内应用程序购买意向的关系。本研究包括来自印度两所主要大学的430名学生，他们完成了一项简短的28项调查，重点调查了三个变量（即成瘾，对网络游戏的忠诚度以及对在线移动游戏内功能的购买意愿）。结果表明：（i）网络手机游戏成瘾与网络手机游戏忠诚度有着显着的正相关关系； （ii）在线手机游戏成瘾与在线手机游戏内应用程序的购买具有正相关关系；（iii）在线手机游戏忠诚度提高了游戏用户购买游戏应用程序中在线手机的意愿。本研究是第一个调查与购买游戏内应用程序有关的忠诚度和游戏成瘾性的研究。游戏开发人员将始终希望促进其客户之间的忠诚度。但是，如果游戏运营商使用的参与策略能够促进成瘾，从而增加在线移动游戏在游戏中购买应用程序的意愿，那么这将引起严重的道德问题，游戏行业应将其作为其企业社会责任战略的一部分加以解决。

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