Why Do People Buy Virtual ItemsIn Free On-line GameWhy Do People Buy Virtual Items In Free On-line Game

• Main Authors: CHANG,TIEN-FU, 張天福
• Other Authors: 張國雄
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/30825257973677505502

碩士 === 東海大學 === 國際貿易學系 === 97 === Thanks for the improvement of internet technology and that brought the prosperity of Taiwan online game. However, the market is nearly saturated and the growth rate is gradually slipping down. For benefiting, the firms designed free online game and benefited by selling the virtual items in the game. Hence, for understanding what are the factors will affect the game player to buy virtual items. We employed the Technology Acceptance Model (TAM) for our based theory and set the Self-Efficacy and Consumption Value for our moderator. We hypothesized Self-Efficacy will moderate the perceived ease of use positively and Consumption Value will moderate the perceived usefulness positively. We used the 466 questionnaire of internet for empirical study to support it. This study showed that the Self-Efficacy will moderate the perceived ease of use positively and three kind of Consumption Value （function value、social value、emotional value） will moderate the perceived usefulness positively.