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Abstract
Most previous studies on online games have investigated the effects of cognitive motives, and thus neglected investigating affective motives. Using two studies (an experiment and a field study), the present research based on mood management theory aims to fill this void by investigating affective motives such as stress, pleasure, and arousal on intention to play online games. The present study demonstrates that the stress people experience in their life could be an initiator of online games play (Study 1), and both pleasure and arousal could be two important motives which make people stick with online games playing they have previously experienced (Study 2). We also showed that people with low self-esteem are more inclined to re-play online games when they experience more pleasure from playing games. Implications, limitations, and future research directions are discussed in conclusion.
网络游戏玩家的情感动机
先前大量的网络游戏调查了认知动机的影响，从而忽视了调查情感动机。该研究假设网络游戏玩家的情感因素是比认知因素更重要的前因。研究发现网络游戏玩家并不是认知驱动的消费者，而是情感和情绪驱动的消费者。本研究以情感管理理论为基础，通过调查情感动机对于玩网络游戏意图的影响，如压力、愉悦和兴奋。
目前研究表明，日常生活中处的压力可能是玩网络游戏的诱发剂，通过调查生活压力对玩网游游戏的意图有着积极影响。快乐与兴奋都可能是人们坚持玩网络游戏的两个重要动机。自卑情绪会使人更倾向再次玩网络游戏，因为通过游戏可以体验到更多的乐趣。
本研究通过调查消极和积极的情绪，凸显了情感动机的重要性，将现今注重认知的传统研究转变为关注影响中心的研究。并且能够帮助管理者更容易确定目标市场，更好地关注自尊心低的人。本研究建议网络游戏公司的营销管理人员应该将压力大和自尊心低的人群作为目标群体，游戏开发人员应该为游戏玩家创造情感体验。
未来的研究工作将使用定性方法测量情绪，探索快乐和兴奋相互作用。并且将研究扩展到不同的网络游戏类型，如大型多人在线角色扮演游戏和竞技体育类游戏等。