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责任编辑：林英泽

（1.Shanghai Lixin University of Accounting and Finance，Shanghai 201209，China；2.Guangdong

Guangzhou 510550，Guangdong，China）

Baiyun University，

Abstract：Online games is the perfect combination of the experience economy，service industries and the Internet，which not only simulates the real world，but also creates a world for the player which is different from the survival and development of space，and there are transactions and more complex economic system. Virtual game items are developed based on online games， which are becoming the game operators’new darling of the pursuit for profit. However，not all of the virtual items will be sought after and be thirsted for，and not all players will form the same strong intention to possess the virtual items；furthermore in the different game types，players have different purchase intention. The author starts from exploring the impact factors of customers’ service satisfaction，studies the relation between customers’service satisfaction and purchase intention of the service’s derivatives，and investigates the moderators of consumers' psychological variable- achievement motivation and game types. It is found that the experience，safety，interaction，responsiveness and reliability of online games have a positive effect on game players ’satisfaction；and the effect of experience and safety is stronger. It believes that game companies can customize large-scale roleplaying games for high achievement motivation players with the design of high experiential and high safety factors to maximize the players’satisfaction and further enhance their willingness to buy virtual props.

Key words：online games；virtual items；services derivatives；achievement motivation；purchase intention