Psychological Driving Factors of Steam Game Consumption of Chinese University Students Based on 4P and ECT Theories
Keywords:
Steam platform; Purchasing psychology; Perceived value; Expectation Confirmation Theory; 4P theory; Consumption behaviorAbstract
With the rapid development of digital game platforms, Steam has become one of the most influential platforms for digital game consumption among Chinese university students. However, limited research has systematically explored the psychological mechanisms underlying their purchasing behavior. Therefore, this study aims to investigate the formation mechanism of purchasing psychology among Chinese university students on the Steam platform by integrating the 4P theory and Expectation Confirmation Theory (ECT). A quantitative research approach was adopted, and data were collected through an online questionnaire survey from 483 Chinese university students with Steam experience. The data were analyzed using descriptive statistics, reliability and validity analysis, confirmatory factor analysis (CFA), structural equation modeling (SEM), and Bootstrap mediation analysis. The results indicate that product perception, price perception, promotional perception, platform environment perception, game quality expectations, future price expectations, promotional revenue expectations, platform information credibility expectations, and psychological factors all have significant positive effects on perceived value. Furthermore, perceived value significantly and positively influences Steam game consumption behavior and serves as a significant mediating variable between all antecedent variables and consumption behavior. These findings demonstrate that purchasing psychology is formed through the joint influence of perception, expectation, and psychological factors, with perceived value acting as the core mechanism linking these factors to consumption behavior.
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