The Purchasing Intention of In-app Players on Free-to-play Games in China
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초록
Korea game makers operating in China have adopted the P2P(Pay to Play) business models which have to pay a certain amount each month by user. However, as casual games become popular, P2P model was gradually disappeared and other monetization model (F2P, Free to Play) began to receive attention. The majority of Korea research papers for the Chinese game market have focused on online games. This paper investigated the F2P revenue model from the perspective of game industry and examined what makes F2P users in China have purchasing intention. The major findings are summarized as follows. First, regression analysis showed that benefit, expectation, self-presentation, challenge and social interaction have significant effect on flow of Chinese F2P game users. Second, self-presentation and challenge had a strong significant impact to purchasing intention. The implications based on the results of analysis of research questionnaires are like following. First, game developers should place the elements which can give fun and interesting in the game around. Second, the F2P game should be more focused on user interface to improve interaction. Third, game designer should display the winning rate or the missions of level to inspire challenges of players. Lastly, game designer must understand the Graphics preference of Chinese users.
Abstract
Korea game makers operating in China have adopted the P2P(Pay to Play) business models which have to pay a certain amount each month by user. However, as casual games become popular, P2P model was gradually disappeared and other monetization model (F2P, Free to Play) began to receive attention. The majority of Korea research papers for the Chinese game market have focused on online games. This paper investigated the F2P revenue model from the perspective of game industry and examined what makes F2P users in China have purchasing intention. The major findings are summarized as follows. First, regression analysis showed that benefit, expectation, self-presentation, challenge and social interaction have significant effect on flow of Chinese F2P game users. Second, self-presentation and challenge had a strong significant impact to purchasing intention. The implications based on the results of analysis of research questionnaires are like following. First, game developers should place the elements which can give fun and interesting in the game around. Second, the F2P game should be more focused on user interface to improve interaction. Third, game designer should display the winning rate or the missions of level to inspire challenges of players. Lastly, game designer must understand the Graphics preference of Chinese users.
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