ABSTRACT

With the rising popularity of SNS games, virtual goods are expected to generate revenue for game providers. However, previous findings may be at odds with changes in this new virtual environment, while some social platforms lack understanding of what motivates users to purchase virtual goods in SNS games either. Considering the social nature of SNS games, this study adopted the self-presentation theory to explore these factors. A conceptual model was proposed and subsequently empirically tested with 302 samples collected from the questionnaire survey. The results show that the desire for online self-presentation is significantly influenced by SNS games involvement, online self-presentation norms, interactivity, and perceived usability. The results also indicate that the effect of the desire for online self-presentation on intention to purchase virtual goods is significant. In addition, the moderated role of perceived usability on the relationship between interactivity and the desire for online self-presentation is established as well. Our findings contribute to the literature on SNS games as well as self-presentation. It also lends insights into how SNS providers can tap this source of revenue.

摘要

随着 SNS 游戏的日益普及，虚拟商品有望为游戏提供商带来收入。然而，之前的发现可能与这种新虚拟环境的变化相矛盾，而一些社交平台也缺乏对用户在 SNS 游戏中购买虚拟商品的动机的理解。考虑到 SNS 游戏的社交性质，本研究采用自我呈现理论来探讨这些因素。提出了一个概念模型，随后用从问卷调查中收集的 302 个样本进行了实证测试。结果表明，在线自我展示的欲望受到 SNS 游戏参与、在线自我展示规范、交互性和感知可用性的显着影响。结果还表明，在线自我展示的欲望对购买虚拟商品的意愿的影响是显着的。此外，感知可用性对交互性和在线自我展示欲望之间的关系的调节作用也被确立。我们的研究结果有助于有关 SNS 游戏和自我展示的文献。它还有助于深入了解 SNS 提供商如何利用这一收入来源。