The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior
Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprise...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2023-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2023/08/shsconf_iclcc2023_02009.pdf |
| _version_ | 1797894083345121280 |
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| author | Xu Haowen |
| author_facet | Xu Haowen |
| author_sort | Xu Haowen |
| collection | DOAJ |
| description | Online games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprises need to rely on multiple parties to participate in value co-creation to integrate and build game brand value and gain advantages in the industry competition. Based on Perceived Value theory and Value Co-creation theory, this paper constructs a theoretical model of online game users’ Value Co-creation Behavior, analyzes the mediating role of Brand Relationship Quality between Perceived Value and Value Co-creation Behavior, and the moderating role of Game Literacy. The study found that Self Fulfillment and Social-emotional Development had significant effects on Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. In contrast, Character Experience and Recreational Release significantly affected Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. Brand Relationship Quality mediates between Perceived Value and Value Co-creation Behavior; Game Literacy mediates between Perceived Value and Value Co-creation Behavior. The moderating effect of Game Literacy in the relationship between Perceived Value and Value Co-creation Behavior is not significant. The above study results have important reference significance for the development of online games. |
| first_indexed | 2024-04-10T07:03:12Z |
| format | Article |
| id | doaj.art-cc8d561d1f2941928e8fdc9766cd831b |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-04-10T07:03:12Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-cc8d561d1f2941928e8fdc9766cd831b2023-02-27T15:18:06ZengEDP SciencesSHS Web of Conferences2261-24242023-01-011590200910.1051/shsconf/202315902009shsconf_iclcc2023_02009The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation BehaviorXu Haowen0Social Media Communication, Shenzhen UniversityOnline games have gradually become a form of entertainment and a pastime for many people. In recent years, the growth rate of China’s online game industry has slowed, game users have entered the storage area, and the game industry has entered a stable development stage. More and more game enterprises need to rely on multiple parties to participate in value co-creation to integrate and build game brand value and gain advantages in the industry competition. Based on Perceived Value theory and Value Co-creation theory, this paper constructs a theoretical model of online game users’ Value Co-creation Behavior, analyzes the mediating role of Brand Relationship Quality between Perceived Value and Value Co-creation Behavior, and the moderating role of Game Literacy. The study found that Self Fulfillment and Social-emotional Development had significant effects on Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. In contrast, Character Experience and Recreational Release significantly affected Autonomous Value Co-creation Behavior and Sponsored Value Co-creation Behavior. Brand Relationship Quality mediates between Perceived Value and Value Co-creation Behavior; Game Literacy mediates between Perceived Value and Value Co-creation Behavior. The moderating effect of Game Literacy in the relationship between Perceived Value and Value Co-creation Behavior is not significant. The above study results have important reference significance for the development of online games.https://www.shs-conferences.org/articles/shsconf/pdf/2023/08/shsconf_iclcc2023_02009.pdf |
| spellingShingle | Xu Haowen The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior SHS Web of Conferences |
| title | The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior |
| title_full | The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior |
| title_fullStr | The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior |
| title_full_unstemmed | The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior |
| title_short | The Influence of Perceived Value of Online Game Users on their Participation in Value Co-creation Behavior |
| title_sort | influence of perceived value of online game users on their participation in value co creation behavior |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2023/08/shsconf_iclcc2023_02009.pdf |
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