Abstract: Abstract: The slow development of electronic game derivative products is a confusion problem for the electronic game industry one of important reason is its insufficient theoretical research. A structural equation model of the influential factors on the consumer usage intention of electronic game derivative products is proposed through a deep analysis based on literature research and extensive interviews. Then a survey questionnaire was designed to verify and modify this innovative conceptual model. After that, some suggestions were proposed on the development and operation of electronic game derivative products according to the relationship between different latent variables and their relationship with the corresponding observed variables.

Key words: electronic game derivative product, usage intention, structural equation model