是什么让免费游戏玩家变成付费玩家

J. Data Intell. Pub Date : 2022-05-01 DOI:10.26421/jdi3.2-1
Sandra Boric, Chris L. Strauss
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引用次数: 0

摘要

本文通过汇总17项研究的结果,阐述了免费游戏玩家的游戏和付费动机以及人口统计属性。为了进一步描述和明确区分其他玩家群体,本文还包含了电子游戏玩家和非免费游戏玩家的游戏动机和人口统计属性。我们的研究结果表明,社交和竞争是玩家玩免费增值游戏的常见动机,我们认为乐趣是免费增值游戏的重要动机。我们进一步发现,继续付费的免费游戏玩家会将经济因素和免费游戏特定机制作为动机。关于人口统计数据,虽然我们分析的免费游戏玩家的游戏动机主要是女性参与者,但我们分析的免费游戏玩家的付费动机主要是男性参与者。对于动机和人口属性的分析,我们建议将题材和平台考虑在内。对于营销人员和开发者,我们建议在免费游戏中区分市场、机制透明度和强调社交性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
What Makes a Freemium Game Player Become a Paying Player
This paper presents a derivation of freemium game players’ playing and paying motivations and demographic attributes by aggregating the results of 17 studies. For further characterization and a clear distinction from other gamer subgroups, this paper also contains an aggregation of playing motivations and demographic attributes of video game players in general, and of non-freemium game players. Our results suggest that socialization and competition are common motivations for playing a freemium game, and we derive enjoyment to be a particularly important playing motivation for freemium games. We further find that freemium game players who proceed to pay particularly name economic factors and applied, freemium game-specific mechanisms as motivations. Regarding demographics, while the studies which were analyzed to derive freemium gamers’ playing motivations have a dominance of female participants, the studies which were analyzed to derive freemium gamers’ paying motivations have mainly male participants. For analyses by both motivations and demographic attributes, we suggest a more differentiated picture including genre and platform considerations. For marketers and developers, we suggest a differentiation between markets, a mechanism transparency, and an emphasis on socialization in freemium games.
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