分析网络游戏玩家：从物质主义、动机到态度

Analyzing online game players: from materialism and motivation to attitude.

作者信息

Chang Ju-Hui, Zhang Hongxia

机构信息

Department of Marketing, Guanghua School of Management, Peking University, Beijing, China.

出版信息

Cyberpsychol Behav. 2008 Dec;11(6):711-4. doi: 10.1089/cpb.2007.0147.

DOI:10.1089/cpb.2007.0147

PMID:18783344

Abstract

The online game market has been growing rapidly and has received an increasing amount of attention in recent years. The results of a survey conducted in China to explore online game players' attitude formation reveal that (a) the online game player's level of materialism positively influences the motivation for playing, (b) motivation positively influences attitude toward online games, and (c) motivation fully mediates the effects of materialism on attitude.

摘要

近年来，网络游戏市场一直在迅速发展，并受到了越来越多的关注。在中国进行的一项旨在探究网络游戏玩家态度形成的调查结果显示：（a）网络游戏玩家的物质主义水平对游戏动机有正向影响；（b）动机对网络游戏态度有正向影响；（c）动机完全中介了物质主义对态度的影响。