Analysis of consumption behavior in game

Buying (consumption) is a part of the game, seemingly a small link, but behind a series of things we do not see (the data can not be reflected).

Data can show what players have bought and how much they have bought. However, it is not possible to show why players buy, what they do after buying and what they do with purchasing ...

These 2 days have seen some http://www.aliyun.com/zixun/aggregation/7603.html "> buying decisions and buying behavior articles that I think are very helpful for 8205.html" > Game operations, Expanding the thinking of operations from a theoretical perspective.

The above image is a simplified model of consumer buying behavior (click to see larger image). The MBA think-tank has a more detailed description of the consumer buying behavior model

I made some extensions to the above diagram and finally came up with a flowchart that was more consistent with the player's buying behavior in the game:

"Confirm Demand"

This step is actually why buy the problem, there are many factors that induce players to buy, the following listed some of the more important reasons.

Masochism: Competition is an effective way to stimulate the nerves of the player, under the impulse of competition, and more likely to spend

Goal: The goal is a very vague concept, the player may in order to kill a boss, may be in order to be the first place, may be to let the weapons glow ...

Reward stimulation: The most direct and effective way

Envy: See other people have a very bright and very big b thing, oneself will want very much

"Gather Information"

This link in the game is relatively simple, there is no same kind of goods have different businesses, different models, different channels of the problem. The information the player can collect is relatively simple and there are few channels.

Ask other players to comment: A lot of players before consumption will go to consult the side of the master, the gang of elites or opinion leaders. So consumers are going to spend, and people around him have a big impact. If the people around him always say buy this is not good, buy that not cost-effective, this game should not spend money, then this person even if have the ability to consume, will seldom go to active consumption.

Introduction: Introduction in the role of consumer guidance, like the evaluation of Zhongguancun in the article, looks very professional, but also more easy to play moving.

Official data: Players want to spend value for money, if the product information is not transparent, then the purchase will be risky, enough transparent information to build a player's buying confidence.

"Evaluate commodities" (this step is not covered in the game)

"Decision buying"

Recharge fluency: This step is very critical, recharge channels must ensure unobstructed. I've seen a lot of the decision to cancel the purchase because of the problem of recharge channels ...

Purchase fluency: In general, shopping malls, but some short-term activities need to do some cumbersome operation to receive rewards. Design activities should minimize the operation steps.

"Post-purchase Behavior"

Active display: Everyone has the mentality of showing off, especially in the game, when getting a good thing, all hope to take out show show, show out will have other players jealous

Passive display: The list, the system bulletin and so on will show some powerful players, many players will take these people as a benchmark, towards these players efforts.

Share the mood: after the consumption of a good mood is not necessarily taken out to share, but bad mood will be taken out to share, especially the Treasure box class activities (and then the consumption of the Class).

When the whole process of consuming behavior is decomposed, we can find some things we can do:

Source: http://xiaoqiang.me/?p=1976