Social network sites (SNS) have gradually permeated into people’s daily life recently, providing a new perspective for promoting the virtual market in games. The impact of SNS on users’ purchase decision for virtual goods and developers’ decision to create them has to be determined given the dilemma of online games. However, prior studies do not focus on the relationship between users and developers in the game on virtual goods and neglect the role of SNS. Thus, this study adopts an evolutionary game method to model the supply–demand relationship on virtual goods and examine the impact of SNS on it. Results indicate that psychological effect on purchasing and cost of time spent on playing influence strategic changes of both parties. Furthermore, SNS effectively stimulates users to purchase virtual goods and developers to increase virtual good creation by reversing the impact of perceived enjoyment. This study contributes to the theoretical research on SNS games and virtual goods and provides insights into game developers’ performance improvement.

社交网站（SNS）最近已逐渐渗透到人们的日常生活中，从而为促进游戏虚拟市场提供了新的视角。考虑到网络游戏的困境，必须确定SNS对用户购买虚拟商品的决定和开发者创建虚拟商品的决定的影响。但是，先前的研究并未将重点放在虚拟商品游戏中用户与开发者之间的关系上，而忽略了SNS的作用。因此，本研究采用进化博弈方法对虚拟商品的供求关系进行建模，并检验SNS对虚拟商品的影响。结果表明，对购买的心理影响以及在游戏上花费的时间成本影响着双方的战略变化。此外，SNS通过扭转感知享受的影响，有效地刺激了用户购买虚拟商品，而开发商则刺激了虚拟商品的创造。该研究为SNS游戏和虚拟商品的理论研究做出了贡献，并为游戏开发商的性能改进提供了见识。