Abstract
The purpose of this paper is to explore consumer behavior of online game and its influencing factors by the methods of literature review and questionnaire analysis. The results show that the monthly consumption of online games by respondents exceeds RMB150, and its daily game time is about 3 hours. And the cognitions on the advantages, disadvantages, quality advantages, and quality disadvantages of online game and individual variables of player are all significant influencing factors on consumer behavior of online game. This paper suggests that the government should actively help domestic online games to develop their derivatives and export, and companies should make the differentiated marketing strategies for the consumer groups which divided by their different individual variables.
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