Influencing Factors of Chinese Game Players’ Purchase Decision on AAA Game (PC)

Abstract

With the accelerated development of the Internet era, PC has become an important tool for life, work, production, and entertainment. The AAA Games is an important part of it. At present, China's AAA Games are almost monopolized by foreign products. In recent years, AAA Games being developed in China have attracted the attention of domestic users. The purpose of this study is to analyze the factors affecting the consumption and Purchase Decision of AAA Games by Chinese AAA Game players, and put forward some suggestions and opinions on the developing AAA Game manufacturing industry in China. Based on this study, the Purchase Decision factors used to determine the impact of Chinese AAA Game players to buy AAA Games include the Product, Price, Marketing, Branding, Social Relation, Preference. This study uses descriptive and inferential analysis for quantitative analysis. The data in this article comes from 400 AAA Game users in China. They are all Chinese citizens and have consumption experience of AAA games. The results of this study were analyzed by multiple linear regression. The results show that Marketing, Branding, Social Relation and Preference all have a significant impact on the Purchase Decision of AAA Games in this study, among which Branding has the greatest impact, while Product and Price have no significant impact on the Purchase Decision of AAA Games in this study.