Personal point of view, only for reference. Like other products in other industries, the purchase behavior of online games is also a kind of consumption. On the current online game winner, the player can purchase is just the service, not the resources in the game, because the resources in the traditional sense are to get through the game, so if you can directly If you purchase it, you will cause the other of the resentment of players who do not use the real currency purchase resource. So we first need to understand online games as a commodity, not just virtual games. From this level, it is possible to clarify the establishment rules for consumption behavior through online games. First of all, we believe that consumers are divided into two parts in the online game. The first part is to obtain the power of using online games through the online game platform, such as obtaining the payment of online games, gaining the online game payment account . These are just the right to use rather than game resources. What is the game resource? Game resources refer to all of the resources that are in operation in the virtual game that exists in data, which contains: game characters, game props, game rules and data. In fact, online game consumers are only available through real currency payment, and the right to use the right and participation rights of online games, while the game resources in the remaining online games are free, consumers regard it as personal property. a part of. But I personally think that the resources obtained by consumers should not recognize their personal private property, and he has only dominates the rights of these resources, rather than ownership. Resources in online games should be owned by operations and development companies. I will give an example, Shanghai in 2000, a "Tao Bar" is called "Tao Bar", the guests can pay or free to make their own favorite ceramic products. Please note that in this purchase behavior, whether the guest is Paying money (some places are not charged, free), he purchased is just engaged in this entertainment behavior (self-made ceramic products bring physical and mental joy), and the ceramic product he makes will take away Then he needs to pay the currency again. These two payment behavior objects are different. Another example is: So, one of the concepts I want to emphasize here is that by purchasing online game use rights do not represent simultaneous purchase of online game resources, almost all online games are default players to buy online games. That is, it has a virtual resource he has occupied. And I believe that in the near future, the online game platform will gradually distinguish between the differences between the two. The establishment of online game consumption behavior needs to be made in clarity in the above concept, and online game operations can truly obtain profits by establishing consumer purchase of game resources. Online games, as a mass entertainment platform, its functionality is: providing entertainment features, through the game's means to relax. Exercise intelligence and response through game means. Consumers can meet the satisfaction of psychological needs by having resources in online games. So since the resources of online games can bring consumers' mental satisfaction, the resources in online games have the ability to translate into real currencies. In economics, all resources that have been evaluated and exchanged through value can be considered. And the resources in the online game even if it exists in a virtual state, it also has the characteristics of the product. The consumption of online games can be roughly divided into the following blocks, mainly by consumer demand. A game virtual item includes all items that help consumers in online games, such as consumer props, role equipment, etc., which is also a game resource for online game consumers, two game virtual roles online games for consumers The subject of operating activities is an important part of the online game. Among them, non-system roles can be provided to consumers as a game resource. Three game virtual money is also one of the items that help consumers play games in online games, which can be used as a converter for virtual resources in real currency.
