FACTORS AFFECTING YOUNG ADULTS’ DECISION TO PURCHASE ONLINE GAME IN BEIJING, CHINA

Abstract

The purpose of this study is to explore the factors that influence young people to buy online games. Although there has been a lot of analysis on various factors of consumer behavior in purchasing online games, this study mainly focused on the Beijing area of China. This study considered four factors that influence the purchase of online games, including functional value, social value, emotional value and perceived risk. The factors affecting the purchase of online games are reviewed. This is a quantitative study, which collects the data of the respondents by issuing questionnaires, and conducts further tests and analysis to prove the relationship an influence between the two. In addition, the main results of this study show that in Beijing area, emotional value has the greatest impact on the purchase of online games. By understanding what these factors are, the online game industry, especially paid online games, can better grasp the psychology of consumers, increase the industry income.