Author(s): Zizai Zhang, Qiang Li, Yingji Li
With the continuous development of the Internet in the world, the number of Internet users in the world is also growing. Online games have become one of the most popular ways for people to enjoy themselves and spend their spare time. The online game market presents a broad development prospect. King glory is the representative product of domestic games, so this paper takes King glory as an example to study the factors that affect the purchase intention of King glory users. According to the variables in TAM theoretical model and VAM theoretical model, combined with satisfaction, this paper puts forward the relevant hypotheses that users' purchase intention, and uses the questionnaire survey method to investigate the factors that affect the purchase intention of King glory users. Through the research, it is found that. King glory users' perceived ease of use and perceived entertainment have a significant positive impact on perceived usefulness. King glory users' perceived usefulness, perceived ease of use, perceived entertainment, Perceived cost, and perceived risk have a significant positive impact on satisfaction. Perceived entertainment, Perceived cost, perceived risk, and satisfaction have a significant positive impact on purchase intention to improve the purchase intention of game users, it is necessary to improve user satisfaction, reduce the perceived cost, reduce the perceived risk and improve the perceived entertainment. Perceived entertainment, Perceived cost, perceived risk, and satisfaction significantly positively affect purchase intention.