数字媒介视域下的手游：如何正确看待情感消费

Digital Media Perspective on Mobile Games: How to Correctly View Emotional Consumption

摘要: 高速发展的互联网助推了许多手游的诞生，其中腾讯游戏的日流水量更是令人咋舌。它为何能在众多手游中脱颖而出，让用户在反复卸载中横跳，产生又爱又恨却又无法割舍的情绪。本文主要聚焦手游的营销策略以及玩家在其中如何进行情感消费。通过分析玩家情感消费的现状与存在问题，为数字时代情感消费研究提供理论框架，也为手游产业高质量发展提供实践参考。

Abstract: The rapid development of the internet has fueled the birth of many mobile games, with Tencent Games’ daily revenue being particularly staggering. Why does it stand out among numerous mobile games, making users oscillate between repeated uninstalls, generating a love-hate relationship they can’t let go of? This article primarily focuses on the marketing strategies of mobile games and how players engage in emotional consumption within them. By analyzing the current status and existing issues of players’ emotional consumption, it provides a theoretical framework for research on emotional consumption in the digital age, as well as practical references for the high-quality development of the mobile game industry.