| dc.description.abstract | Recently, the development of the on-line game industry is astonishing. The growth of on-line game industry can still remain at ten percent, especially under the global financial crisis, and become the stronger industry of the recession.
In recent years, due to the competition of on-line game industry getting tense, the on-line firms develop unprecedented operation mode, which attracts consumers by providing free on-line games instead of charging by time. Meanwhile, selling the virtual items contributes to the main source of the revenue and the consumers are allowed to decide whether to pay for the game or not. Normally, the profits of the on-line firms are thought to be declined. However, it doubled, in fact, and thus providing the free on-line game service has become the mainstream of this industry. The purpose of this study is to explore the consumer behavior of on-line game.
This research uses sample survey methodology and distributes the research questionnaire via sending out the Internet link. 1284 copies of questionnaire are collected.
Total 1284 copies of questionnaire had posted and 1063 valid copies questionnaire had analyzed, resulting in 83% of valid response rate. The findings of the study are listed below.
1.The players’ behavior has significant effect on the items spending.
2.Under different game categories, the players’’ satisfaction with game content design varies.
3.Under different game categories, the players’’ satisfaction with game marketing design varies.
| en_US |