【摘 要】
：
In mobile/online games,a majority of game developers adopt a direct pricing model which charges users for virtual products at fixed prices(charge-per-item); however,a few game developers(e.g.,Kings of
【机 构】
：
College of Management,Shenzhen University,518060
【出 处】
：
华人学者营销协会,上海财经大学商学院,上海市市场学会
论文部分内容阅读
In mobile/online games,a majority of game developers adopt a direct pricing model which charges users for virtual products at fixed prices(charge-per-item); however,a few game developers(e.g.,Kings of Glory)choose a different pricing model that sells users lucky draws; using these draws,consumers can have the chances of acquiring desirable virtual products(charge-per-draw).Although uncommon,this pricing model yields surprisingly good results.In this study,we examined the effects of two pricing models on consumerspurchase intention and loyalty,and we found that compared with charge-per-item,consumers showed higher purchase intention on virtual products,satisfaction,and loyalty in charge-per-draw pricing model.In addition,direct charge-per-item pricing model neither increases willingness-to-pay nor successfully retains existing customers,whereas charge-per-draw pricing model shows higher effectiveness in increasing purchase intention and consumer loyalty.We argued that the psychological mechanism underlying such difference is whether consumers can directly measure the value.
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