Abstract: Nowadays, virtual goods have become a new category of online consumption, which is an important revenue for online game corporations. Although the new economy has emerged in the virtual world, little is known about the underlying mechanism that influences people’s intention to use virtual goods. According to the technology acceptance mode, both perceived ease of use and perceived usefulness are determinants of user behavior. And the influence of perceived ease of use on user’s behavior intention is partly through perceived usefulness. This theoretical mediation effect has been proved by empirical studies focusing on virtual reality simulation and social virtual world. Therefore, this study hypothesized that perceived usefulness could mediate the link between perceived ease of use and intention to use of virtual goods. In addition, the feeling of control and positive emotion deriving from using of virtual goods in online games are important reasons for player to use virtual goods. It is more likely for players high in feeling of control to display interest and continuous attention in activities. And the positive feeling is a reinforcement to keep player continuous participation. But players high in neuroticism are inclined to be in negative mood and less likely to experience feelings of control. Hence, the usefulness of virtual goods may not be that attractive for them. Therefore, this study further hypothesized that neuroticism of player could moderate the relationship between perceived usefulness and intention to use of virtual goods. To test the hypotheses, the present study constructed a moderated mediation model to examine the effect of perceived ease of use on intention to use of virtual goods for undergraduates. Specifically, the present study examined the mediating role of perceived usefulness in the relation between perceived ease of use and intention to use of virtual goods, and tested whether the indirect effect was moderated by neuroticism of player. A sample of 559 undergraduate students completed a battery of self-report questionnaires measuring their perceived ease of use, intention to use, perceived usefulness of virtual goods as well as neuroticism of player. All the measures were reliable in this study. Data were analyzed by SPSS 22.0 and the SPSS macro PROCESS. The results were as follows:(1) Perceived ease of use was positively correlated with perceived usefulness and intention to use, and perceived usefulness was also positively correlated with intention to use.(2) Perceived ease of use significantly exerted a direct effect on intention to use; and there was an indirect effect on intention to use through the mediation of perceived usefulness as well.(3) The indirect effect of perceived usefulness was moderated by neuroticism of the player, and the effect was stronger for player lower in neuroticism. The study highlighted the mediating role of perceived usefulness and the moderating role of neuroticism of the player in the effect of perceived ease of use on intention to use virtual goods. It contributes to a better understanding of the effects as well as its paths and conditions of perceived ease of use on intention to use of virtual goods among undergraduates.

Key words: virtual goods, intention to use, perceived ease of use, perceived usefulness, neuroticism

摘要： 基于技术接受模型考察了网络游戏中虚拟商品感知易用性对其使用意愿的影响，以及感知有用性、玩家神经质在其中的作用。采用虚拟商品使用意愿问卷、感知易用性问卷、感知有用性问卷和大五人格量表神经质分量表对559名有过网络游戏经验的大学生进行调查。结果显示：（1）虚拟商品的感知易用性可显著正向预测使用意愿；感知有用性在两者间起中介作用；（2）虚拟商品感知有用性的中介作用受到玩家神经质的调节：对于低神经质的玩家，该间接效应显著；而对于高神经质的玩家，该间接效应不显著。

关键词: 虚拟商品，使用意愿，感知易用性，感知有用性，神经质