網络虚拟物品交易行为研究.docVIP

摘要 大量的数据显示网络虚拟物品己经成为网络消费者的另一消费热点。网络虚拟物品交易的合法性和规范性引起了很多学者的关注，但很少有学者从消费者的角度来对其价值及消费行为进行研究。研究网络虚拟物品的感知价值和消费行为对近一步细化网络消费行为研究有一定意义，也对网络虚拟物品的营销和政府公共政策的制定起到一定的作用。本研究通过文献研究和焦点小组访谈，首先建立了网络虚拟物品感知价值模型，假设网络虚拟物品感知价值包括情感价值、社会价值、功能价值和享乐价值四个维度。然后建立了感知价值、态度、意向和行为之间的关系模型。并通过问卷调查收集数据，对数据用 5PSS进行分析，以检验变量之间的关系。数据分析结果显示:网络虚拟物品感知价值具有情感价值、社会价值、功能价值和享乐价值四个维度;情感价值和享乐价值对态度有正向影响，且享乐价值对态度的影响程度大于情感价值对态度的影响程度;情感价值、功能价值和享乐价值对购买意向有正向影响，其中享乐价值对购买意向的影响最大，其次是功能价值和情感价值;消费者对网络虚拟物品的态度对购买意向有正向影响;购买意向对购买行为有正向影响。此外数据分析结果还表明:消费者购买网络虚拟物品的主要途径是网络虚拟物品交易公司和个人玩家;付款方式主要是通过网上银行进行，其次是用虚拟货币和游戏点卡支付，然后是用自己所拥有的虚拟物品去和别人交换:宠物、虚拟货币(金币)、服装、游戏点卡这几类物品最受消费者欢迎。 关键词：虚拟物品，交易，行为，研究； Abstract The data showed large virtual goods has become a hot consumer network consumer. Network virtual goods transactions, the legitimacy and the normative attracted the attention of many scholars, but few scholars from the consumers perspective on its value and consumer behavior research. Study of virtual items perceived value and consumptive behavior to further refine network consumer behavior research has the certain significance, but also on the network virtual goods marketing and public policy plays a certain role. This research through literature review and focus group interviews, first established the virtual objects perceived value model, assuming that the network virtual goods include emotional value, perceived value social value, function value and the hedonic value of four dimension. Then set up a perceived value, attitude, intention and behavior relationship model. And data were collected through questionnaire, data analyzing with 5PSS, to test the relationship between variables. The results of data analysis shows: network virtual product perceived value has sentimental value, social value, function value and the hedonic value of four dimension; emotional value and hedonic value has a positive effect on attitude, attitude and hedonic value on a greater impact than the emotional value of the attitude of the degree of influence; emotional v