免费增值商业模式下用户参与度分析——基于在线游戏的实证研究
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摘要
在线游戏中"免费增值"商业模式受到学者们的广泛关注,但其对用户游戏参与度的影响及内在机制却鲜有探讨。本研究基于自我决定、独特性寻求和自我认同理论,采用实际个体游戏数据,深入探讨"免费增值"模式中免费与付费用户的行为异同以及群际互动对用户参与度的长期影响。研究表明,游戏挑战性和用户游戏表现显著提升了用户的游戏参与意愿,但随着付费用户比例增加,免费用户参与意愿上升,而付费用户参与游戏意愿下降。此外,付费用户表现优异也会提升其他付费用户参与意愿而降低免费用户参与意愿。本研究廓清了影响在线游戏参与意愿的心理机制,拓展了"免费增值"商业模式对在线游戏发展长期影响的理论洞察,并进一步提出了有针对性的修正策略。
In online games, "freemium" business model has attracted wide attention of scholars, but its impact on user participation in the game and its internal mechanism are seldom discussed. Based on the theories of self-determination, uniqueness seeking and self-identity, this study uses real individual game data to explore the similarities and differences between free and paid users in the "freemium" model and the long-term impact of group interaction on user participation. Research shows that game challenge and user' s game performance significantly enhance user' s willingness to participate in the game, but with the increase of the proportion of paying users, free users' willingness to participate in the game increases, while paying users' willingness to participate in the game decreases. In addition, the excellent performance of paying users will enhance the willingness of other paying users to participate and reduce the willingness of free users to participate. This study clarifies the psychological mechanism that affects the willingness to participate in online games, expands the theoretical insight into the long-term impact of the "freemium" business model on the development of online games, and further proposes targeted revision strategies.
In online games, "freemium" business model has attracted wide attention of scholars, but its impact on user participation in the game and its internal mechanism are seldom discussed. Based on the theories of self-determination, uniqueness seeking and self-identity, this study uses real individual game data to explore the similarities and differences between free and paid users in the "freemium" model and the long-term impact of group interaction on user participation. Research shows that game challenge and user' s game performance significantly enhance user' s willingness to participate in the game, but with the increase of the proportion of paying users, free users' willingness to participate in the game increases, while paying users' willingness to participate in the game decreases. In addition, the excellent performance of paying users will enhance the willingness of other paying users to participate and reduce the willingness of free users to participate. This study clarifies the psychological mechanism that affects the willingness to participate in online games, expands the theoretical insight into the long-term impact of the "freemium" business model on the development of online games, and further proposes targeted revision strategies.
引文
[1] 庹祖海.中国在线游戏商业模式的发展和变革[J].华中师范大学学报(人文社会科学版),2010,49(4):111-116
[2] Hung J.Economic Essentials of Online Publishing with Associated Trends and Patterns[J].Publishing Research Quarterly,2010,26(2):79-95
[3] 胡珍苗,程岩,崔华玉.在线内容用户服务升级意愿研究:基于增值体验的心理惯性视角[J].管理评论,2016,28(11):116-128.
[4] Boudreau K.J.,Jeppesen L.B.Unpaid Crowd Complementors:The Platform Network Effect Mirage[J].Social Science Electronic Publishing,2015,36(12):1761-1777
[5] Hsiao K.L.,Chen C.C.What Drives In-app Purchase Intention for Mobile Games?An Examination of Perceived Values and Loyalty[J].Electronic Commerce Research & Applications,2016,16(C):18-29
[6] Hamari J.,Keronen L.Why Do People Play Games?AMetaAnalysis[J].International Journal of Information Management,2017,37(3):125-141
[7] 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):135-145
[8] Marchand A.,Hennig-Thurau T.Value Creation in the Video Game Industry:Industry Economics,Consumer Benefits,and Research Opportunities[J].Journal of Interactive Marketing,2013,27(3):141-157
[9] Hirschman E.C.,Holbrook M.B.Hedonic Consumption:Emerging Concepts,Methods and Propositions[J].Journal of Marketing,1982,46(3):92-101
[10] Voss K.E.,Spangenberg E.R.,Grohmann B.Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude[J].Journal of Marketing Research,2003,40(3):310-320
[11] Zhou T.Understanding Continuance Usage of Mobile Sites[J].International Journal of Mobile Communications,2013,11(1):56-70
[12] Johnson D.,Gardner J.,Sweetser P.Motivations for Videogame Play:Predictors of Time Spent Playing[J].Computers in Human Behavior,2016,63(4):805-812
[13] Hsu C.L.,Yu C.C.,Wu C.C.Exploring the Continuance Intention of Social Networking Websites:An Empirical Research[J].Information Systems and e-Business Management,2014,12(2):139-163
[14] Ryan R.M.,Rigby C.S.,Przybylski A.The Motivational Pull of Video Games:A Self-Determination Theory Approach[J].Motivation and Emotion,2006,30(4):344-360
[15] Malone T.W.Toward A Theory of Intrinsically Motivating Instruction[J].Cognitive Science,1981,5(4):333-369
[16] Przybylski A.K.,Rigby C.S.,Ryan R.M.A Motivational Model of Video Game Engagement[J].Review of General Psychology,2010,14(2):154-166
[17] 汪涛,魏华,周宗奎.在线游戏消费的影响因素[J].心理科学,2015,(6):1482-1488
[18] 张国华,雷雳.在线游戏体验的概念、测量及相关因素[J].心理与行为研究,2016,14(3):411-419
[19] 罗小鹏,刘莉.互联网企业发展过程中商业模式的演变——基于腾讯的案例研究[J].经济管理,2012,(2):194-203
[20] 饶佳艺,徐大为,乔晗.基于商业模式反馈系统的视频网站商业模式分析——Netflix与爱奇艺案例研究[J].管理评论,2017,29(2):245-254
[21] 吴超,饶佳艺,乔晗.基于社群经济的自媒体商业模式创新——“罗辑思维”案例[J].管理评论,2017,29(4):255-263
[22] Wu C.C.,Chen Y.J.,Cho Y.J.Nested Network Effects in Online Free Games with Accessory Selling[J].Journal of Interactive Marketing,2013,27(3):158-171
[23] Anderson C.Free:How Today's Smartest Businesses Profit by Giving Something for Nothing[M].New York:Hyperion Press,2010
[24] Nojima M.Pricing Models and Motivations for MMO Play[C].Proceedings of Digra,2007
[25] Lehdonvirta V.Real-Money Trade of Virtual Assets:Ten Different User Perceptions[J].SSRN Electronic Journal,2005,32(3):1-3
[26] Hamari J.,Hanner N.,Koivisto J.Service Quality Explains Why People Use Freemium Services But Not If They Go Premium:An Empirical Study in Free-To-Play Games[J].International Journal of Information Management,2017,37(1):1449-1459
[27] 李仪凡,陆雄文.虚拟社区成员参与动机的实证研究——以在线游戏为例[J].南开管理评论,2007,10(5):55-60
[28] Poels K.,Van d H.W.,Ijsselsteijn W.Pleasure to Play,Arousal to Stay:The Effect of Player Emotions on Digital Game Preferences and Playing Time[J].Cyberpsychology Behavior & Social Networking,2012,15(1):1-2
[29] Yeh S.H.Exploring the Effects of Videogame Play on Creativity Performance and Emotional Responses[J].Computers in Human Behavior,2015,53(C):396-407
[30] Herrewijn L.,Poels K.Putting Brands into Play:How Player Experiences Influence the Effectiveness of In-Game Advertising[J].International Journal of Advertising,2011,32(1):17-44
[31] Lin H.,Sun C.T.Cash Trade Within the Magic Circle:Free-to-Play Game Challenges and Massively Multiplayer Online Game Player Responses[J].Gruuc,2007,37(7):593-599
[32] Featherstone M.Consumer Culture and Postmodernism[M].New York:Sage Publications,1991
[33] Bourdieu P.,Nice R.Distinction:A Social Critique of the Judgement of Taste[M].Boston:Harvard University Press,2005
[34] Hamari J.,Alha K.,J?rvel? S.Why do Players Buy In-Game Content?An Empirical Study on Concrete Purchase Motivations[J].Computers in Human Behavior,2017,68:538-546
[35] Lehdonvirta V.Virtual Item Sales as A Revenue Model:Identifying Attributes That Drive Purchase Decisions[J].Electronic Commerce Research,2009,9(1-2):97-113
[36] Lehdonvirta V.,Wilska T.A.,Johnson M.Virtual Consumerism:Case Habbo Hotel[J].Social Science Electronic Publishing,2010,12(7):1059-1079
[37] Hamari J.,Lehdonvirta V.Game Design as Marketing:How Game Mechanics Create Demand for Virtual Goods[J].International Journal of Business Science& Applied Management,2010,5(1):2-7
[38] Marchand A.The Power of An Installed Base to Combat Lifecycle Decline:The Case of Video Games[J].International Journal of Research in Marketing,2016,33(1):140-154
[39] Burmester A.B.,Becker J.U.,Heerde H.J.V.,et al.The Impact of Pre- and Post-Launch Publicity and Advertising on New Product Sales[J].International Journal of Research in Marketing,2015,32(4):408-417
[40] Athey S.,Imbens G.The State of Applied Econometrics:Causality and Policy Evaluation[J].Journal of Economic Perspectives,2017,31(2):102-111
(1)由于保密原因,本文中不可以显示游戏的名称。
(1)数据源于中国文化娱乐产业协会《2017年中国游戏产业发展报告》。
[2] Hung J.Economic Essentials of Online Publishing with Associated Trends and Patterns[J].Publishing Research Quarterly,2010,26(2):79-95
[3] 胡珍苗,程岩,崔华玉.在线内容用户服务升级意愿研究:基于增值体验的心理惯性视角[J].管理评论,2016,28(11):116-128.
[4] Boudreau K.J.,Jeppesen L.B.Unpaid Crowd Complementors:The Platform Network Effect Mirage[J].Social Science Electronic Publishing,2015,36(12):1761-1777
[5] Hsiao K.L.,Chen C.C.What Drives In-app Purchase Intention for Mobile Games?An Examination of Perceived Values and Loyalty[J].Electronic Commerce Research & Applications,2016,16(C):18-29
[6] Hamari J.,Keronen L.Why Do People Play Games?AMetaAnalysis[J].International Journal of Information Management,2017,37(3):125-141
[7] 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):135-145
[8] Marchand A.,Hennig-Thurau T.Value Creation in the Video Game Industry:Industry Economics,Consumer Benefits,and Research Opportunities[J].Journal of Interactive Marketing,2013,27(3):141-157
[9] Hirschman E.C.,Holbrook M.B.Hedonic Consumption:Emerging Concepts,Methods and Propositions[J].Journal of Marketing,1982,46(3):92-101
[10] Voss K.E.,Spangenberg E.R.,Grohmann B.Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude[J].Journal of Marketing Research,2003,40(3):310-320
[11] Zhou T.Understanding Continuance Usage of Mobile Sites[J].International Journal of Mobile Communications,2013,11(1):56-70
[12] Johnson D.,Gardner J.,Sweetser P.Motivations for Videogame Play:Predictors of Time Spent Playing[J].Computers in Human Behavior,2016,63(4):805-812
[13] Hsu C.L.,Yu C.C.,Wu C.C.Exploring the Continuance Intention of Social Networking Websites:An Empirical Research[J].Information Systems and e-Business Management,2014,12(2):139-163
[14] Ryan R.M.,Rigby C.S.,Przybylski A.The Motivational Pull of Video Games:A Self-Determination Theory Approach[J].Motivation and Emotion,2006,30(4):344-360
[15] Malone T.W.Toward A Theory of Intrinsically Motivating Instruction[J].Cognitive Science,1981,5(4):333-369
[16] Przybylski A.K.,Rigby C.S.,Ryan R.M.A Motivational Model of Video Game Engagement[J].Review of General Psychology,2010,14(2):154-166
[17] 汪涛,魏华,周宗奎.在线游戏消费的影响因素[J].心理科学,2015,(6):1482-1488
[18] 张国华,雷雳.在线游戏体验的概念、测量及相关因素[J].心理与行为研究,2016,14(3):411-419
[19] 罗小鹏,刘莉.互联网企业发展过程中商业模式的演变——基于腾讯的案例研究[J].经济管理,2012,(2):194-203
[20] 饶佳艺,徐大为,乔晗.基于商业模式反馈系统的视频网站商业模式分析——Netflix与爱奇艺案例研究[J].管理评论,2017,29(2):245-254
[21] 吴超,饶佳艺,乔晗.基于社群经济的自媒体商业模式创新——“罗辑思维”案例[J].管理评论,2017,29(4):255-263
[22] Wu C.C.,Chen Y.J.,Cho Y.J.Nested Network Effects in Online Free Games with Accessory Selling[J].Journal of Interactive Marketing,2013,27(3):158-171
[23] Anderson C.Free:How Today's Smartest Businesses Profit by Giving Something for Nothing[M].New York:Hyperion Press,2010
[24] Nojima M.Pricing Models and Motivations for MMO Play[C].Proceedings of Digra,2007
[25] Lehdonvirta V.Real-Money Trade of Virtual Assets:Ten Different User Perceptions[J].SSRN Electronic Journal,2005,32(3):1-3
[26] Hamari J.,Hanner N.,Koivisto J.Service Quality Explains Why People Use Freemium Services But Not If They Go Premium:An Empirical Study in Free-To-Play Games[J].International Journal of Information Management,2017,37(1):1449-1459
[27] 李仪凡,陆雄文.虚拟社区成员参与动机的实证研究——以在线游戏为例[J].南开管理评论,2007,10(5):55-60
[28] Poels K.,Van d H.W.,Ijsselsteijn W.Pleasure to Play,Arousal to Stay:The Effect of Player Emotions on Digital Game Preferences and Playing Time[J].Cyberpsychology Behavior & Social Networking,2012,15(1):1-2
[29] Yeh S.H.Exploring the Effects of Videogame Play on Creativity Performance and Emotional Responses[J].Computers in Human Behavior,2015,53(C):396-407
[30] Herrewijn L.,Poels K.Putting Brands into Play:How Player Experiences Influence the Effectiveness of In-Game Advertising[J].International Journal of Advertising,2011,32(1):17-44
[31] Lin H.,Sun C.T.Cash Trade Within the Magic Circle:Free-to-Play Game Challenges and Massively Multiplayer Online Game Player Responses[J].Gruuc,2007,37(7):593-599
[32] Featherstone M.Consumer Culture and Postmodernism[M].New York:Sage Publications,1991
[33] Bourdieu P.,Nice R.Distinction:A Social Critique of the Judgement of Taste[M].Boston:Harvard University Press,2005
[34] Hamari J.,Alha K.,J?rvel? S.Why do Players Buy In-Game Content?An Empirical Study on Concrete Purchase Motivations[J].Computers in Human Behavior,2017,68:538-546
[35] Lehdonvirta V.Virtual Item Sales as A Revenue Model:Identifying Attributes That Drive Purchase Decisions[J].Electronic Commerce Research,2009,9(1-2):97-113
[36] Lehdonvirta V.,Wilska T.A.,Johnson M.Virtual Consumerism:Case Habbo Hotel[J].Social Science Electronic Publishing,2010,12(7):1059-1079
[37] Hamari J.,Lehdonvirta V.Game Design as Marketing:How Game Mechanics Create Demand for Virtual Goods[J].International Journal of Business Science& Applied Management,2010,5(1):2-7
[38] Marchand A.The Power of An Installed Base to Combat Lifecycle Decline:The Case of Video Games[J].International Journal of Research in Marketing,2016,33(1):140-154
[39] Burmester A.B.,Becker J.U.,Heerde H.J.V.,et al.The Impact of Pre- and Post-Launch Publicity and Advertising on New Product Sales[J].International Journal of Research in Marketing,2015,32(4):408-417
[40] Athey S.,Imbens G.The State of Applied Econometrics:Causality and Policy Evaluation[J].Journal of Economic Perspectives,2017,31(2):102-111
(1)由于保密原因,本文中不可以显示游戏的名称。
(1)数据源于中国文化娱乐产业协会《2017年中国游戏产业发展报告》。