摘    要随着无线网络设施完善、智能手机普及和性能提高、生活节奏加快，越来越多的人在碎片化的时间里参与到手游用户大军里来。手游行业迅速发展，无数开发商推出越来越多的精品手游的同时，手游相关产品与电子商务悄然结合。不仅游戏充值和购买虚拟商品通过线上付款，还有数不清的实体商品（周边产品）通过各种渠道线上发售。未来手游市场前景巨大，人们消费观念转变也更愿意为游戏花钱了。研究手游相关产品与网购相结合的消费行为影响因素，对手游企业及相关电商有一定的参考和帮助。89479

    本文结合前人的相关研究，根据手游相关产品的特殊性，创新性地提出了两个模型分别对两种商品进行研究。本文以当下大热的网易《阴阳师》手游为例，化抽象为具体，通过问卷调查和SPSS数据分析来研究手游相关产品网购消费行为的影响因素，并提出了相应的提升策略，具有一定的借鉴意义。

With the improvement of wireless network facilities, popularity and performance improvement of smart phone, faster pace of life, more and more people participate in the Mobile game users in the fragmented time。 Mobile game industry is developing rapidly, numerous developers launch a growing number of high-quality products at the same time, and Mobile game related products combined with e-commerce quietly。 Not only the game recharge and purchase virtual goods through online payment, there are countless physical goods (peripheral products) sell online through a variety of channels。 Mobile game market prospects for the future, and people change the concept of consumption are more willing to spend money for the game。 Studying the consumer behavior influencing factors of Mobile game related products combined with online shopping, will do some reference and help for Mobile game business and online retailers。

Based on the research of predecessors, this paper puts forward two models to study the two kinds of commodities according to the particularity of Mobile game related products。 This paper takes the popular game "Onmyouji" as an Example, abstract to concrete, uses the questionnaire survey and analysis of SPSS data to study  the online shopping consumer behavior influencing factors on Mobile game related products, and puts forward the corresponding promotion strategies, has a certain significance。

毕业论文关键词：手游相关产品； 消费行为； 影响因素； 建议

    Keyword: Mobile game related products； consumer behavior； factors；suggest

目    录

第一章 引言 4

    1。1 研究背景及意义 4

    1。2 研究内容源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766 及方法 5

    1。3 研究创新点 5

第二章 文献综述 6

    2。1 关于手游市场前景的相关研究 6

    2。2 关于游戏消费行为的相关研究 6

    2。3 研究中存在的问题 7

第三章 构建模型及影响因素分析 7

    3。1 《阴阳师》案例简述 7

    3。2 研究模型及假设 8

3。2。1 研究模型 8

3。2。2 研究假设 9

    3。3 问卷实施及基本特征分析