管理评论

›› 2019, Vol. 31 ›› Issue (7): 199-209.

• 实证研究 • 上一篇    下一篇

免费增值商业模式下用户参与度分析——基于在线游戏的实证研究

郭国庆1,2, 王玉玺1, 杨海龙1   

  1. 1. 中国人民大学商学院, 北京 100872;
    2. 浙江省杭电智慧城市研究中心电子商务与电子政务研究所, 杭州 310018
  • 收稿日期:2018-05-09 出版日期:2019-07-28 发布日期:2019-07-28
  • 通讯作者: 杨海龙(通讯作者),中国人民大学商学院博士研究生。
  • 作者简介:郭国庆,中国人民大学商学院教授,博士生导师,博士;王玉玺,中国人民大学商学院博士研究生。
  • 基金资助:

    浙江省杭电智慧城市研究中心项目（ZXZH1401012）；杭州电子科技大学项目（ZX150202304002）；杭州电子科技大学讲座教授项目（ZX140204304002/001）；安徽省高校人文社会科学研究重大项目（SK2018ZD040）。

TheImpact of Freemium Business Model on Player's Engagement: An Empirical Study in Online Game

Guo Guoqing1,2, Wang Yuxi1, Yang Hailong1   

  1. 1. School of Business, Renmin University of China, Beijing 100872;
    2. Institute of E-commerce and E-government, Wisdom City Research Center, Hangzhou Dianzi University, Hangzhou 310018
  • Received:2018-05-09 Online:2019-07-28 Published:2019-07-28

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摘要：

在线游戏中"免费增值"商业模式受到学者们的广泛关注，但其对用户游戏参与度的影响及内在机制却鲜有探讨。本研究基于自我决定、独特性寻求和自我认同理论，采用实际个体游戏数据，深入探讨"免费增值"模式中免费与付费用户的行为异同以及群际互动对用户参与度的长期影响。研究表明，游戏挑战性和用户游戏表现显著提升了用户的游戏参与意愿，但随着付费用户比例增加，免费用户参与意愿上升，而付费用户参与游戏意愿下降。此外，付费用户表现优异也会提升其他付费用户参与意愿而降低免费用户参与意愿。本研究廓清了影响在线游戏参与意愿的心理机制，拓展了"免费增值"商业模式对在线游戏发展长期影响的理论洞察，并进一步提出了有针对性的修正策略。

关键词: 在线游戏, 免费增值, 商业模式, 用户参与度

Abstract:

In online games, "freemium" business model has attracted wide attention of scholars, but its impact on user participation in the game and its internal mechanism are seldom discussed. Based on the theories of self-determination, uniqueness seeking and self-identity, this study uses real individual game data to explore the similarities and differences between free and paid users in the "freemium" model and the long-term impact of group interaction on user participation. Research shows that game challenge and user's game performance significantly enhance user's willingness to participate in the game, but with the increase of the proportion of paying users, free users' willingness to participate in the game increases, while paying users' willingness to participate in the game decreases. In addition, the excellent performance of paying users will enhance the willingness of other paying users to participate and reduce the willingness of free users to participate. This study clarifies the psychological mechanism that affects the willingness to participate in online games, expands the theoretical insight into the long-term impact of the "freemium" business model on the development of online games, and further proposes targeted revision strategies.

Key words: online game, freemium, business model, user engagement