| 网络虚拟物品消费动机的测量 |
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| 引用本文： | 李先国,许华伟.网络虚拟物品消费动机的测量[J].中国软科学,2010(4). |
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| 作者姓名： | 李先国 许华伟 |
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| 作者单位： | 中国人民大学,商学院,北京,100872 |
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| 摘 要： | 本文以我国网络虚拟物品消费者为实证研究对象,运用探索性因子分析与验证性因子分析,系统地分析了消费者进行网络虚拟物品购买的动机因素,创新性地得出网络虚拟物品消费的五大动机即"性与攀比"、"成就"、"领导"、"实用与便利"以及"沉溺".通过实证分析设计出网络虚拟物品消费动机的测量量表.最后讨论了结论的营销应用与研究局限性.
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| 关 键 词： | 网络虚拟物品 消费动机 网络游戏 虚拟社区 |
Study on Motivations for the Consumption of On-line Virtual Goods |
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| LI Xian-guo,Xu Hua-wei.Study on Motivations for the Consumption of On-line Virtual Goods[J].China Soft Science,2010(4). |
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| Authors: | LI Xian-guo Xu Hua-wei |
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| Institution: | LI Xian-guo,Xu Hua-wei (Business School,Renmin University of China,Beijing 100872,China) |
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| Abstract: | Demonstrated by consumers of on-line virtual goods,by utilizing exploratory factor analysis and confirmatory factor analysis,this paper has brought forward creatively five motivations of consumers' buying behavior which are sex and comparisons,achievement,leadership,practicability and convenience together with indulgence.In the process of research,a measure scale on consumption motivations of on-line virtual goods is developed in this domain.The application in marketing and limitations of the conclusion are... |
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| Keywords: | on-line virtual goods consumption motivations on-line games virtual community |
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