Research on the Influence of Experiential Marketing on the Purchase Intention of Mobile Phone Online Game Users-Taking King’s Glory as an Example

DOI

10.2991/978-94-6463-368-9_53How to use a DOI?

Keywords

experiential marketing; sensory experience; emotional experience; thinking experience; behavioral experience; related experience; brand identity; product involvement; purchase intention

Abstract

The purpose of this study is to (1) study in depth the influence of experiential marketing on the purchase intention of users of cell phone online games in China, and enrich the theoretical system of experiential marketing. (2) Summarize the influencing factors of experiential marketing on the purchase intention of cell phone online game users (3) Propose marketing methods, paths and corresponding strategies of experiential marketing on the purchase intention of cell phone online game users to improve competitiveness, and give play to the role of experiential marketing’s own advantages, improve competitiveness, and guide practice. Research method using online questionnaire survey method, using Krejcie & Morgan scale statistics, sampling method extracted samples, using structural equation modeling to analyze the correlation between the factors, and through the correlation analysis of the factors to get the final results, the sample of 347600 people in the Guizhou area of the glory of the king of the questionnaires 531 questionnaire surveys were conducted, and a total of sensory experience, emotional experience, was selected, thinking experience, behavioral experience, association experience, brand identity, product involvement and purchase intention for correlation analysis.

The results of the study show that experiential marketing plays a driving role in the marketing of mobile online game users, and experiential marketing has a positive influence on purchase intention, and product involvement and brand identity both significantly boost the purchase intention of mobile online game users. Strengthen experience perception and generalize word-of-mouth communication.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhang Shuo
AU  - Nusanee Meekaewkunchorn
AU  - Tatchapong Sattabut
PY  - 2024
DA  - 2024/02/14
TI  - Research on the Influence of Experiential Marketing on the Purchase Intention of Mobile Phone Online Game Users-Taking King’s Glory as an Example
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 458
EP  - 465
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_53
DO  - 10.2991/978-94-6463-368-9_53
ID  - Shuo2024
ER  -