手机在线游戏外文文献翻译中英文2018Word文档格式.docx

手机在线游戏外文文献翻译中英文2018Word文档格式.docx

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手机在线游戏的忠诚度，游戏成瘾以及游戏道具购买意向研究

文献出处：

期刊：

ComputersinHumanBehavior，2June2018

译文字数：

3800多字

原文

Loyaltytowardsonlinegames,gamingaddiction,andpurchaseintentiontowardsonlinemobilein-gamefeatures

JanarthananBalakrishnan,MarkD.Griffiths

Abstract:

Themostimportantstreamofgamedevelopers’revenueisarguablyviagamer’sin-gamepurchases.Previousliteraturehasidentifiedanumberofstrongdeterminantsofonlinepurchaseintentionincludingvalues,consumerexperience,lifestyle,security,perceivedrisk,information,andsubjectivenormsandbehaviouralcontrol.Thepresentstudyexaminedtherelationshipbetweenonlinemobilegamingaddictionandloyaltytowardspurchaseintentionofonlinemobilegamein-gameapps.Thepresentstudycomprised430studentsfromtwomajorIndianuniversitieswhocompletedashort28-itemsurveyfocusingonthreevariables（i.e.,addiction,loyaltytowardsonlinegames,andpurchaseintentiontowardsonlinemobilein-gamefeatures）.Theresultsdemonstratedthat（i）onlinemobilegameaddictionsharedasignificantpositiverelationshipwithonlinemobilegameloyalty;

（ii）onlinemobilegameaddictionhadapositiverelationshipwiththepurchaseofonlinemobilein-gameapps,and（iii）onlinemobilegameloyaltyincreasedgameusers’intentiontopurchaseonlinemobilein-gameapps.Thepresentstudyisthefirsttoinvestigateloyaltyandgamingaddictioninrelationtothepurchaseofin-gameapps.Gamedeveloperswillalways

wanttofacilitateloyaltyamongitsclientele.However,iftheengagementstrategiesusedbygamingoperatorsfacilitateaddictionasawayofincreasingpurchaseintentionofonlinemobilegamein-gameapps,thisraisesseriousethicalquestionswhichthegamingindustryneedtoaddressaspartofitscorporatesocialresponsibilitystrategy.

Keywords：

Online mobile games;

game addiction;

game

loyalty;

in-gamepurchases;

mobilegamepurchasesIntroduction

Onlinemobilegamesgeneraterevenuethroughanumberofdifferentways.Arguably,themostimportantstreamofgamedevelopers’revenueisthroughmobilein-gamepurchases.Inthedigitalworld,extensivemobilein-gamepurchasersarecalled‘whales’.Gamedeveloperstendtofocusonthesewhalestogeneratehigherrevenuethroughin-gamepurchases.Ithasbeenestimatedthatmobileappstorerevenuewillamountto$69.7billionbyendof2020（Statistica,2016）.Moreover,thesamesourceforecaststhattherevenueviaappstoresandin-gameadvertisingmayriseto$188.9billion（U.S.）by2020.Unlikeothertraditionalordigitalpurchasesystems,anin-gamepurchaseismoredependentuponplayers’engagementwiththegame.Themoretheengagement,themoreitstimulatesthewhalestogoforin-gamepurchases.

Rajalaetal.（2007）discussedthreetypesofmobilegamesnamely,

standalonegames,server-basedgames,andstreamedgames.Onlinemobilegamescanfallunderanyofthesecategories.Therevenuepatternandbusinessmodelwillbedifferentforeachcategorybecauseasinglebusinessmodelcannotbeappliedforallmobilegames（Willson&

Leaver,2016）.Ithasalsobeennotedthatonlinemobilegamescanbroadlymakemoneythroughthreemajorcategories;

paidapplicationdownload（Gainsburyetal.,2016）,in-gamepurchases（Alhaetal.,2016;

HsiaoandChen,2016）,andadvertising（Hofackeretal.,2016;

Lin,2014）.Despiteresearchhavingfocusedonaddressingthefactorsaffectingusers’attitudetowardsmobileadvertising（Tsangetal.,2004;

LeppaniemiandKarjaluoto,2005）andusers’intentiontopayformobileapplications（Westetal.,2012;

HsuandLin,2015）,therehasbeenlimitedattentiongiventounderstandinguserbehaviourtowardsin-gamepurchases.

Ithasbeenreportedthat90%oftheGooglePlay’srevenueisfromonlinemobilegames（AndroidAuthority,2016）.Onlinemobilegameshavegainedincreasingcoveragefromindustryandresearchperspectives.Convenience,portability,andcostarethemajorreasonsbehindthesuccessofmobilegames（Bose&

Yang,2011）.Ononehand,researcherstendtoinvestigatethemarketableavenuesthroughwhichonlinemobilegamerscanbedeliveredavalueaddition（Hofackeretal.,2016;

Lin,2014;

Strö

metal.,2014;

Poelsetal.,2013）.Ontheother,researchhas

investigatedthepsychologicalstatesoftheonlinemobilegameplayers（Yee,2006;

ColeandGriffiths,2007;

SchwabeandGö

th,2005;

Phillipsetal.,2006;

WeiandLu,2014）.ElectronicEntertainmentDesignandResearch（EEDAR,2014）reportsthatfriends’recommendations,reviews,andtopchartsarethemajorconsiderationsforausertodownloadagame.Unlikeotheronlinepurchases,in-gamepurchasesinmobilephonesaremoreofanengagedoutput,whichisdependentuponemotion,performance,andsocialvalue