Author(s)

Fengxian Yang ¹, Zepeng Lai ¹, Ruiling Kong ¹

Affiliation(s)

¹ Institute of Guangzhou College of Commerce, Jiulong Street, Number 206, Guangzhou, Guangdong, China

Corresponding Author

Fengxian Yang

ABSTRACT

Currently, online games have become an important form of entertainment for the general public's leisure and consumption, and player payment has become the main source of profit for game companies. However, due to subjective factors such as players' personal consumption tendencies, financial ability, and objective factors such as game appeal and gaming experience, not all players are willing to pay for the game. This article aims to study the influencing factors of players' willingness to pay in online games from the perspective of game characters. Through questionnaire survey and SPSS data processing, this study investigates the impact of game character visual experience, character operation experience, and character emotional experience on players' willingness to pay, using them as independent variables. The empirical results show that the role visual experience, role operation experience and role emotional experience all have a positive impact on the player's willingness to pay, and based on this, we propose marketing promotion, role vision, role operation and role emotion and other related strategies to enhance the player's sense of experience related to role vision, operation and emotion from the perspective of role design, and improve the player's Willingness to pay for game payment, Thus promoting the occurrence of related purchasing behaviors and bringing corresponding improvements to the profits of game companies.

KEYWORDS

Network game, game characters, character design, willingness to pay, influence factor

CITE THIS PAPER

Fengxian Yang, Zepeng Lai, Ruiling Kong, A Study on the Influencing Factors of Online Game Characters' Willingness to Deal with Fees. Manufacturing and Service Operations Management (2023) Vol. 4: 64-73. DOI: http://dx.doi.org/10.23977/msom.2023.040310.

REFERENCES

[1] Donald A. Norman. (2004) Emotional Design — Why Do WeLove (or Hate) everyday things. New York: BasicBooks, 21-22, 57.
[2] Li Xiaoqing, (2010) User Experience Design Based on User Psychological Research. Information Science, 28 (05): 763-767.
[3] Roto V, (2006) User experience building blocks. Proceedings of 2nd COST294-MAUSE, Workshop-Towards a Unified View, Oslo, New York, ACM, 124-128.
[4] Zhang C H, Wen L, (2018) Empirical Research on Online Game Consumption Behavior and Its Influencing Factors: A Differential Analysis Based on Gender and Education of College Students. Jiangsu Social Science, No. 301 (06): 50-58
[5] Lu Mengtian, Wang Yapeng, Cao Diancheng, Zheng Yuantai, (2019) The Visual Experience of H5 Creative Marketing. Regional Governance, (36): 25-27
[6] Zhang Yao, (2020) Research on willingness to pay for MOBA mobile games based on emotional satisfaction. South China University of Technology.
[7] Zhang Heng, (2014) a Study on the Influencing Factors of Mobile Online Game Players' Willingness to Pay. East China University of Technology.
[8] Ajzen I, Fishbein M. Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice- Hall, 1980: 52.
[9] Zhang Fang, Zhao Ziwei, Liu Cong, etc, (2019)The impact of online shopping return policy on premium Willingness to pay—a study based on perceived quality and regulatory focus . Science and Technology for Development, 15 (10): 1172-1178
[10] Li Li, He Xiang, Yang Wensheng, (2022) Research on the impact of online advertising on users' Willingness to pay under the regulation of targeted differentiation. Soft science, 36 (01): 132-138.

Sponsors, Associates, and Links

---

• Information Systems and Economics
  
  
• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Tourism Management and Technology Economy
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Accounting and Corporate Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Operational Research and Cybernetics