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Video Game Consumption Behavior: A Case Study of Contemporary Chinese College Students

Project Title: Video Game Consumption Behavior: A Case Study of Contemporary Chinese College Students
Author: Mr. Yuan Zhang
Advisor: Associate Professor Dr. Qiu Chao
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2021


Conference Proceedings
2nd National and International Academic Conference “Innovation and Management for Sustainability” 15-16 December 2020


Yuan, Zhang. (2021). Video game consumption behavior: A case study of contemporary Chinese College Students. (Master Independent Study). Bangkok: Siam University.


It is well known that China’s Internet technology is in an era of rapid development, and the video game, which is called the “Ninth Art” gradually penetrated into the daily life of the masses and has become a significant entertainment method for people. The video game industry has profoundly affected living conditions and consumption habits of Chinese younger generation because of its unique charm.

The Ministry of Education announced that the total number of universities in China is 2,956 as of June 15, 2019. 2,688 are ordinary colleges (including 266 independent colleges) and 268 are adult colleges. Most contemporary college students in China were born after 1995. Now even children born after 2000 have also entered university campuses. Compared with other age groups, contemporary college students have a high degree of integration with video games and they are more open-minded and always prepared to explore new areas.
The main issues studied in this paper include “Chinese college students’ video game behavior,” “Chinese college students’ consumption concept for video games,” and “What influences Chinese college students’ video game consuming behavior”. Research hypothesis was proposed based on various variables. The research methods used in this paper were quantitative analysis and quantitative empirical analysis.

After statistical analysis, it was found that the audience of MOBA games are very wide, and the gender difference of Chinese college students was no longer significant. The player group shows the characteristics of “high frequency, high duration” and “entertainment and pastime” video game behavior. Consumption factors such as “understanding payment,” “participation payment,” and “rational payment” influence Chinese college students’ video game consumption behavior.

The factors that affected the Chinese college students’ video game consuming behavior are mainly manifested at two levels, “individual consumer,” and “game.” From a consumer perspective, the video game consumption behavior of Chinese college students was affected by their “gender,” “game duration,” “location,” and other factors. Furthermore, consumers’ consuming willingness, consumption motivation and preferred content, consumers’ consumption satisfaction and cost-effective perceptions of video games affected their final consumption behavior.

From the game level, it was found that the main content of the game, the sociability of the game, and the business strategy of the game had a positive impact on the video game. In summary, games with a high level of production, strong sociability, and good business and marketing strategy are more likely to attract Chinese college students for consumption.

Keywords: Chinese college students, Video game consumption behavior, Consumption concept, Influencing factors.

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Master of Business Administration (International Program), Siam University, Bangkok, Thailand