品和虚拟经济在这几年中飞速发展了起来,随之而来的对于虚拟商品的消费者行为的研究

显得越发重要。同样是消费者行为,线下和线上的消费行为所体现出来的特征有很大的不

同,它们的需求、设计、生产、销售、购买和消费的方式都有很大的不同。研务:这些内容

的时候,需要同时关注其它很多的相关学科的领域,比如在完全封闭和崭新的小社会环境

中,如何建立一套科学有序有效的虚拟经济体系。虚拟商品在各个阶段都展现出它特殊的

秉性,就是时间短,设计时间短、生产速度快、需求产生快、购买迅速和消费体验迅速。

在本次研究中还发现了用户粘合度的3个重要维度,就是用户的付出、获取和对商品使用

过程与生活习惯的结合程度。

关键字:虚拟商品;消费者行为;用户粘度;PGC;

The Internet GO Status And Profit Method

Abstract

As the Internet and personal handheld terminal is becoming more and more into People's Daily

life and work, based on the communication platform of virtual goods and virtual economy rapid

development over the years, the consumer behavior research to virtual goods appears

increasingly important. The consumer behavior, offline and online consumer behavior of

characteristics are quite different, their requirements, design, production, sales, purchase and

consumption ways are very different. Study the content need to pay attention to many other

related disciplines, such as in the fully closed and new small social environment, how to

establish a set of scientific and effective system of virtual economy. Virtual goods in all stages

show special temperament, it is Short Time: Rapid design, rapid production, demand quickly,

buy quickly, rapid consumption experience. In this study also found that the three important

dimensions of user viscosity: the user's pay, the user's acquisition, the combination of the

commodity use process and the user's habits.

Keywords: virtual goods; consumer behavior; user adhesiveness; PGC;