摘要:本文通过李克特量表调查18至25岁的在校学生对网络游戏虚拟产品消费的态度，探讨了网络游戏运营商如何利用游戏玩家的反馈意见，不断改进和完善网络游戏虚拟产品的营销策略。通过李克特量表对玩家进行的态度测量，分析出玩家对购买网络游戏虚拟产品能使玩游戏变得更加轻松持肯定态度，而对购买网游虚拟产品能使个人心理满足感加强，购买网络游戏虚拟产品便于交流、沟通以及购买网络游戏虚拟产品是受迫性购买都是比较不赞同的。通过以上结论提出游戏运营商对网络游戏虚拟产品消费的五个建议：一是对游戏运营商提出了设计复合型产品的概念。二是对游戏运营商提出了游戏道具创新的要求。第三点是针对现目前游戏商城中玩家之间交流较少的情况提出了设计多层面交流平台的意见。四是针对消费者态度提出的采取首先满足消费者的需求的导向定价法；最后一点是提出对游戏运营商和消费者产生双赢局面的促销策略，采用最简单有效的打折促销法，并提出了几种行之有效的打折方法。

关键词：网络游戏虚拟产品 态度测量 李克特量表 导向定价法

ABSTRACT:In this paper, Likert scale survey 18-25 year old students in school online game virtual product consumption attitudes, discusses how to use the online game operators gamers feedback to continuously improve and perfect online game virtual product marketing strategy . By Likert scale for measuring the attitude of players, analysis of online game players buy virtual product easier to make games hold a positive attitude, and make the purchase online virtual products to enhance personal psychological satisfaction, buy network game virtual product easy to communicate, communicate, and purchase online game virtual product is unforced purchase are relatively unfavorable. Through the above conclusions proposed game operators online game virtual goods spending five suggestions: First, the game operators put forward the concept of designing complex products. Second is the operator of the game made ​​the game props innovation. The third point is the game for the mall in which players are currently fewer cases of communication between the design proposed multi-level exchange platform opinions. Four is for the consumer's attitude to take first meet consumer demand oriented pricing; final point made ​​the game operators and consumers win-win promotion strategy, using the most simple and effective method discounts, and proposed discount several effective methods.

Keywords: Online game virtual product；Attitude Measurement；Likert scale；Oriented pricing