游戏衍生品使用意愿影响因素实证研究

摘要：游戏衍生品发展异常缓慢是业界非常困惑的问题，理论研究滞后是一个重要原因。首先，在文献研究、大规模开放式访谈的基础上，通过对消费者使用游戏衍生品的内在机理进行深入分析，提出了影响消费者游戏衍生品使用意愿的多因素创新性概念模型，并采用自编问卷予以了验证。然后，根据影响因素之间的关系以及影响强度，根据各个指标变量对相应因素的影响强度，提出了若干企业开发与经营游戏衍生品的指导性建议。

Empirical research on usage intention influential factors of electronic game derivative products

The slow development of electronic game derivative products is a confusion problem for the electronic game industry one of important reason is its insufficient theoretical research.A structural equation model of the influential factors on the consumer usage intention of electronic game derivative products is proposed through a deep analysis based on literature research and extensive interviews.Then a survey questionnaire was designed to verify and modify this innovative conceptual model.After that,some sugg...