Research on the Influence Mechanism of Impulse Consumption Willingness of Mobile Game Virtual Props Consumers——Taking Mobile Game College Students in Chengdu as an Example

Abstract

Mobile games have become the main way for people to consume their fragmented time. Moreover, users are even spending more time on mobile games than large online games. The rise of the mobile game industry has given many new enterprises room for improvement, and traditional game manufacturers have begun to actively prepare for the development of mobile games. China has the largest game user base in the world, and the continued growth in the virtual world is both consumer and producer in the game world. The demand for virtual goods trading contributes to the emergence and rise of one trading platform after another. With the improvement of people’s consumption level and consumption ability, the willingness to pay for games also increases. Some game players will upgrade their game props, charac-
ters, costumes and others in order to have a better game experience. This paper takes the consumer group of mobile game college students in Chengdu as the research object, and discusses the factors of their impulse consumption intention and the relationship between the perceived value, product attributes, motivation demand and consumers’impulse consumption intention.