| dc.description.abstract | Through the power of community, the penetration rate of facebook is getting higher and higher, more and more people contact with the facebook. As the users increasing, the contaction with facebook games are increasing, and with the penetration of facebook game rising, exploring the facebook
game becomes very important. In this study, we try to explore the purchase intention and reason in the facebook game. So the main purposes are:
1. Use research review to explore the characteristics of the facebook game to study the immersion phenomenon.
2. With the cognitive factors of users, find out factors affect users to buy goods in the Mall of facebook game.
3. Use ＂Flow Theory＂ to test the buying intension of players to buy facebook game goods.
4. Differenciate the characteristics between facebook game and online game. There are four factors in facebook games like social and identity, interaction, challenges and achievements, and novelty. Use these to view the differences between the games.
The online questionnaire and paper questionnaire were used, and recieved 194 questionnaires which were analyzed by statistical analysis software. the research found there are a lot of differences between facebook games and online games, the factors in facebook games which affect people
to play are not the same. And the cognitive factors like the immersion experience of the players in the game of facebook, the degree of influence for the players to the buying intention, and the factor of game store goods attracting players purchased were found. By differences in characteristics of facebook games and online games,
the reasons that different game types make the player immerse in the game are not the same, game manufacturers can design the game with the different characteristics developed, strengthen the special nature of face book game,
such as intuitive game design,easy game playing, the interface bringimg happiness, gift-giving system, and the camera of interaction.frequently updated, merchandise, season goods, personal configuration, other games,
advertising, and other game rewards of novelty.Try to avoid the bias of the characteristics of the online game,for example time-consuming games, and other features such as the challenges and achievements, and thus attract more Facebook gamers. Support manufacturers the way to design the facebook
game and store, provide direction to improve the intersion for players to buy facebook game goods. This will be helpful for vendors’ profit.
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