In-Apps Purchase Intention of Chinese Mobile Game Users

The purpose of this research is to find the relationship between dimensions of consumption value and purchase intention for the game consumption of game users. The sample of this study will be collected through Chinese internet survey company. The discussion of the study indicated that "game simulator" business model is becoming a new trend to game producers. It is profitable but also controversial. Now there still have many countries have different regulation for this business model. Because of the business model, the result from previous studies on longer fit in new trend of mobile game market. When game users know they pay for odds to get what their want means they may get nothing or something they actually don't require for. The game producers need to find out what tempt players spending their money for a "lucky draw" in game to make more profit.