Where is the trust of the player?

"A correctional prisoner found 1000 yuan when he was out on the road, without any consideration and handing over to the police." However, the police very despise said: "With their own money to change the pattern bribe me, this set has been dead, want to change capital to commutation, you people are not honest!" The prisoner's heart was broken, thinking that no one in the world would ever believe him. So at night, he broke out of prison.

On the way, he was frantically robbing money and preparing to flee. After grabbing enough money, he took a train bound for the border. The train was so crowded that he could only stand beside the toilet. At this time, a very beautiful girl walked into the toilet, closed, but found the door buckle broken. She came out and whispered to him, "Sir, can you help me with the door?" He one Leng, looked at the girl pure innocent eyes, nodded. The girl blushed into the toilet. And like a loyal defender, he guarded the door tightly. In this instant, he suddenly changed his mind. The next stop, he got off to the station police station surrendered himself. ”

It's a story to hear, but we'd rather believe it to be true, because in this world, trust is a kind of precious things, no one can buy with money, nor can people use the lure and force to gain, it comes from the soul of a person, is living in the soul of the spring, can save the soul, so that the soul full of purity and self-confidence.

This is the power of trust.

So, what is trust?

Trust is a kind of psychological feeling that people and society members agree and trust each other and dare to entrust with each other.

At the same time, trust is also a multidisciplinary concept, psychologists believe that it is the desire of a person or organization to trust the other party's language, commitment and verbal or written statement; Philosophers believe that trust is a tendency to believe in others; managers believe that trust is a phenomenon of mutual trust between organizations or between individuals and organizations, It can be used to improve customer satisfaction, reduce uncertainty and reduce costs; market scientists believe that trust depends on the willingness of the counterparty they trust. Refer to the Mayer Trust model.

Although there are some differences in language expression, it is acknowledged that trust is an expectation or willingness to trust the subject in an environment of uncertainty or risk. Among them, ability, goodwill, honesty and predictability are four characteristics (or dimensions) of trust. The opposite of trust is called the "trust crisis (Crisis of confidence)".

Trust in people's interpersonal communication process is ubiquitous, online games are no exception. If a network game appears "trust crisis", light will result in large area loss, ARPU value drop, the game brand is affected, heavy will directly lead to game stop, operators in the hearts of the player image infamy.

Extended to the network game, I think, the player's trust is mainly embodied in the player's trust in the game brand, the trust of game operators, the trust in the game media, as well as the game of other players trust four aspects. That is to say, the main factor that affects the player's confidence increase or decrease is the game manufacturer, the game media and other game players, but considering that another identity of the game player is a member of the Society, the whole trust degree of the social environment is also one of the factors that affect the player's trust.

Player Trust Composition Model

Who stole the trust from the player?

The first part, the game manufacturer to the player trust influence, mainly manifests in the following five aspects.

(1) False, edge ads and other rough marketing overdraft players Trust

"The 2012 China Game Industry Report" has this description: "" Edge "mainly refers to the promotion, a small number of online game enterprises with pornography vulgar, gambling, terrorist violence and other content to attract the attention of game users, to allow game users to enter the game, or for a long time online purposes. Thanks to the objective evaluation of the Games (GPC) and the China Publishing department.

In the author's investigation process, the player is in the Internet Café Online (alias) told the author, he had to play this game, is the game ads appear in the 3D characters and advertising language "the world's most popular real 3 D online game" attracted. He thought it was a 3D game, but the point went in for a while to find out, the game is not 3D at all, the effect of the game screen still stay in the 08 level. Xiao Zhou said he felt cheated.

The inconsistency between the advertising and the actual product of the game manufacturer is deceptive in itself. The frequent occurrence of deceptive advertising, will only continuously reduce the player's trust in the game, thereby enhancing the player's immunity to the game ads. When most game makers complain about the high cost of gaming users, do they ever think about it and have their own responsibilities?

The most common fake ads for game makers:

A, So-and-so foreign game or movie page Tour version. such as "Diablo 3" version of the Simplified Chinese page ads, "Official web page, no key" click on the direct start ...

B, playing erotic edge. Obviously is a martial arts game, the advertisement language is very vulgar, makes like the sex game. such as: The wife is not at home playing games, a man and four women's game ...

C, the prizes to attract players to enter, but the prizes have not been released truthfully. such as: the promotion of a level to send 10Q coins, to play on the send 9888 Yuan RMB, up to 50 to send the ipad

(2) Poor customer service allows players to trust a significant decline

As mentioned earlier, the four dimensions that constitute trust include competence and goodwill. This represents the ability of customer service staff to deal with player problems. For example, the account is stolen customer service staff to help players back, the game appeared bug items lost compensation and so on. Goodwill is mainly embodied in the attitude of customer service staff. Good customer service will greatly increase the player's trust in the game, thereby reducing the loss rate of the player.

A survey of the reasons why players leave an online game shows that 26.6% of players leave online games, mainly because of poor customer service. Take a look at the picture below.

Although this is not the latest data, but from the side fully explain the customer service to the Player Trust has a great impact.

Some poor customer service cases:

A, account theft, customer service in such a reason will not be recovered;

B, the game account is blocked without reason, customer service does not solve;

C, customer service phone call is not through, the long-term busy;

D, in the official forum, customer Service Platform Center submitted the game problem, customer service ignore;

(3) Game official Light Connaught 1.1 points to take the player's trust

The official commitment to the game, like the stars in the sky, looks very beautiful, players may not grasp. Take the 09 "World of Warcraft" stop clothing, the operation of the right to turn the matter. November 08 operator Nineth City Former CEO Xiaowei once said that the wrath of the Lich King's release time is expected in the fourth quarter of 2008, the first quarter of 2009. In fact, as early as 08 ago, nine cities already know that the "World of Warcraft" China's agent will be transferred to the news of NetEase, but the nine cities did not timely release to the media, or even, on the eve of the stop, also regardless of the player's dead and alive, opened a new dress. This is the most typical game of the official light Connaught quiet example. Do not take the fool, paper is unable to wrap fire, action is the only indicator of the test commitment, any person, any organization's commitment in the specified time can not be cashed, will cause the loss of trust, the game circle is also so.

A promise that game makers most like to say but fail to achieve:

A, not fun to lose money-never lose;

B, fair game, forever free.

C, XX game next year public test. After more than a year, the shadow has not seen.

D, the player is our God. --Oh, it's a banknote printing machine.

(4) Major public relations crisis to conceal the players do not dare to trust

The network game's public relations crisis mainly refers to some important abrupt events, and the event to the game's destructive and the influence depth, already far surpasses the customer service department solves the question category, this time needs the game manufacturer to start the crisis public relations processing. Crisis PR handling is by no means a simple deletion of the post, it is organized and planned to develop and implement a series of management measures and coping strategies. Including crisis avoidance, control, resolution and recovery after the crisis resolved the dynamic process of coping and adaptation. In plain's case, the online game of the public relations crisis is like an earthquake, after the earthquake rescue and rehabilitation work is a crisis PR deal.

Several typical PR crisis events:

A, 2009 "World of Warcraft" stop Clothing, operation rights to the NetEase incident.

B, 2010 Tencent and the 360 "3Q war."

C, 2010 "Wage Emperor" tang June's "Education gate" incident.

The solution of the game crisis PR includes the timeliness and consistency of information, the first time to ensure the player's right to know, the idea of the player, the honest attitude and the effective communication with the media. In the event of a major crisis, the game is not the official right way to prevent the death of blocking, but the first time to disclose the truth inside the player, the courage to assume responsibility, from the interests of the players, do not avoid problems and errors, regain the trust and respect of the player. If not handled properly, will directly cause the game economic system chaos, the loss of players serious consequences.

(5) To make money-oriented game concept so that players completely forget

"The core idea of Blizzard is fun first, not profit first," said Frank Pearce, vice president of world game giant Blizzard Entertainment. "Put your eyes on China, a fashion 200 yuan, a pet 8000, a gem 150,000 ... This is the current consumption of most online games in the market. Understandable, online game is the internet has the fastest ability to become a product. If the game manufacturer blindly pursues the profit point, but neglects the amusement and the experience sex of the game, unceasingly squeezes the player's trust and the surplus value, then will only let the player completely forget, the game manufacturer will end up "Jifeidanda" the result.

The second part of the game's internal environment to the player's trust influence

(1) Less atmosphere in the game, a crowd of swindlers, lack of trust between players

In a popular online game, do you dare to lend your own large game currency to other players? Do you dare to share your game account with friends in the game? Do you dare to click into the chat channel other people sent the URL? At present, the environment in the game is so, each player is careful to play games, fear of being cheated, worry about the account stolen , worried about the missing equipment, the fear ... Worry about that, worry about that. Many players in order to prevent the account is stolen, what password lock, mobile phone secret security, hardware security all used, can still be stolen. If a friend of the game asks you for a loan, the first response is "Are you yourself?" ...... In the game environment where the swindlers are in groups and the number of thieves is forbidden, how much is the trust worth?

(2) Players Forum with a large number of trojans, low safety factor, seriously threatening the confidence of the player

As players in addition to the game chat channel outside the largest interactive exchange base, the Player forum safety factor also seriously threatens the user's account security and mutual trust. The research found that the security of the Forum, the credibility of the Forum system (including technical ability, reliability, etc.) and other factors (third-party authentication, security infrastructure), and so on, directly affect the players in the virtual community exchange of mutual trust. Also has the website, the Forum and so on the player privacy protection measure also decides the player trust degree how many, then affects the player's behavior motive, including again visits, the website recommendation to others, the positive appraisal and so on.

The third part: Media public opinion is driven by interest, and the public credibility is reduced

Baidu Encyclopedia tells us that the media has five functions such as monitoring social environment, coordinating social relations, inheriting culture, providing entertainment and educating the public. It is the basic professional ethics of the media to provide news reports that reflect the news events and reflect the sound of all aspects. Game media can be seen as a player and the game manufacturer to interact with another bridge, should be an objective point of view, between players and game manufacturers. There is also the security of the game media site and the protection of the player's privacy, which is also an important part of the player's trust model.

Is the game circle, still adhere to their professional ethics and function of the media? Casually open a game media, you see is not a response to the player's voice reports, but all over the game manufacturer's promotional manuscript; What you see is not fair and impartial commentary, but even the "next page" of interest-driven advertising. The object of the game media service is not the player, but the game manufacturer. When the interest is driven, the service goal changes, the media can also present the content of credibility? Game media Another effect is supervision, but encounter false news, false advertising, many media practices are "on the money on", not to prove the truth, completely disregard the player's feelings, black and white, on the other. It doesn't matter if the player raises objections. When the game media completely fall into the game manufacturer propaganda tool, how do you let the player believe you?

Part IV: The overall trust in the social environment has gradually declined.

The article "China Youth Daily", February 17, "The decline of social trust because of people's awareness of risk" cited in the "Chinese Social Psychology Research Report 2012-2013" shows: "At present, the overall trust of Chinese society has declined further, has fallen below 60 points of trust bottom line." Interpersonal distrust further expanded, only less than half of the respondents believe that most people in society, only 20%-30% trust The Stranger "when false fraud, cheat become a fashion, and even become a matter of course, everyone can do is only two things." One is to believe in oneself, the other is to never trust others. Another player's identity is the social environment of a member, the social environment for the moment, not to mention the Internet players?

From an early age, the textbook tells us that there is no human heart. Mom and dad also told us not to talk to strangers, out of the outside can be long snacks. This is the kind of education that we all grow up in. To prevent people, not trust others has evolved into a habit, a kind of inertia. Cultural education and the impact of the growth environment, let grow up we no longer easily believe anyone around. Even if we see granny fall, we dare not help. Sell dumplings do not eat their own steamed stuffed bun, vegetables do not eat their own kinds of vegetables, selling drugs do not dare to eat their own production of drugs, selling milk powder is never eat domestic milk powder ... This is today's society, a serious lack of trust and security of the living environment.

I would like to end with a microblog of Shi Shusi, a well-known commentators.

"China's living problems solved, the way of life has become a big problem, almost no one happy, all Jiao Yu-anxious, depressed, busy!" to the wicked boring as proud, longing for money beauty, cheating on each other, this fall is a national. Is the lady-only the price difference, the highest ideal is a blend Qinhuai eight-yan, have the moral to sell, but almost no one dares to buy. To return to humanity and return to humanity is now the first priority. ”

Wen/Qin Yan hee