论文总字数：23952字

目 录

1 绪论 1

1.1研究背景 1

1.2研究目的 1

1.3研究意义.....................................................................................................................................1

1.3.1理论意义 1

1.3.2实践意义.............................................................................................................................2

1.4研究方法 2

1.5研究思路与框架……………………………........…………………………………………….2

2 文献综述 3

2.1网游公司营销角度.....................................................................................................................3

2.2网游消费者角度.........................................................................................................................4

2.3特殊群体角度.............................................................................................................................5

2.4青少年上瘾角度.........................................................................................................................5

2.5文献述评.....................................................................................................................................6

3 大学生网游消费行为影响因素模型构建……………………………...6

3.1大学生网游消费行为影响因素……………………………………………………....….……6

3.1.1行为态度………………………………………………………..…........…………….…..6

3.1.2主体规范 6

3.1.3行为控制…………………………………………………..………………..…........….…7

3.1.4游戏体验……………………………………………………..…………..…..……...........7

3.2大学生网游消费行为影响因素模型…………………………………………….............……7

4 大学生网游消费行为存在问题分析……………………..............….…8

4.1玩网游时间长.............................................................................................................................8

4.2网游消费频率高.........................................................................................................................9

4.3网游消费费用高.........................................................................................................................9

5 大学生网游消费行为影响因素实证分析.............................................10

5.1调查问卷设计……………………………………………………….…………………….….10

5.2调查实施………….………………………………………………..........……………………10

5.3数据分析……………………………………………………………….……….….....………10

5.3.1描述性分析.......................................................................................................................10

5.3.2主成分分析.......................................................................................................................11

6 规范大学生网游消费行为的对策…………………………………….14

6.1国家角度...................................................................................................................................14

6.2学校角度...................................................................................................................................15

6.3家庭角度...................................................................................................................................16

6.4运营商角度...............................................................................................................................16

6.5大学生个体角度.......................................................................................................................16

7研究结论及展望……………………………………………………..…17

7.1研究结论...................................................................................................................................17

7.2展望...........................................................................................................................................17

参考文献 17

致谢 19

附录 20

大学生网络游戏消费行为影响因素分析

陶小瑜

，China

Abstract: With the fantastic development of Internet industry, online games have already become the indispensable part in college students’ daily study and living. Taking the students of colleges and universities in Nanjing as the objects of study, the influencing factors of the students’ online games’ consumption behavior were studied. Firstly, based on the domestic and foreign literature , the theoretical model of tne students’ online games’ consumption behavior’s influencing factors was constructed. Secondly,a questionnaire was designed based on the theoretical model of influencing factors of the students’ online games’ consumption behavior .Thirdly, the date was collected through the survey, all of the influencing factors were assessed by the principal component analysis. At last, based on the empirical analysis,the countermeasures and suggestions were put forward.

Key words: Online games;Consumer behavior;Influencing factors; Principle component analysis

1绪论

1.1研究背景

CNNIC统计数据显示，中国青少年网络游戏用户规模大致呈逐年增长趋势，其中2015年增加1274万，截至2015年12月，中国青少年网络游戏用户规模达1.91亿，占青少年网民的66.5%，较网络游戏在全部网民中的使用率高9.6%。

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