Evolution and Transformation of the Central Place Theory in E-Business: China’s C2C Online Game Marketing

Qiang Li, Qing Liu, Xiaona Guo, Shuo Xu, Jingyu Liu and Heli Lu
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Qiang Li: Key Laboratory of Geospatial Technology for Middle and Lower Yellow River Regions of Ministry of Education & Collaborative Innovation Center of Urban-Rural Coordinated Development of Henan Province/Key Research Institute of Yellow River Civilization and Sustainable Development & Collaborative Innovation Center on Yellow River Civilization of Henan Province, Henan University, Kaifeng 475004, China
Qing Liu: Key Laboratory of Geospatial Technology for Middle and Lower Yellow River Regions of Ministry of Education & Collaborative Innovation Center of Urban-Rural Coordinated Development of Henan Province/Key Research Institute of Yellow River Civilization and Sustainable Development & Collaborative Innovation Center on Yellow River Civilization of Henan Province, Henan University, Kaifeng 475004, China
Xiaona Guo: School of Geographic Sciences, East China Normal University, Shanghai 200241, China
Shuo Xu: Key Laboratory of Geospatial Technology for Middle and Lower Yellow River Regions of Ministry of Education & Collaborative Innovation Center of Urban-Rural Coordinated Development of Henan Province/Key Research Institute of Yellow River Civilization and Sustainable Development & Collaborative Innovation Center on Yellow River Civilization of Henan Province, Henan University, Kaifeng 475004, China
Jingyu Liu: Key Laboratory of Geospatial Technology for Middle and Lower Yellow River Regions of Ministry of Education & Collaborative Innovation Center of Urban-Rural Coordinated Development of Henan Province/Key Research Institute of Yellow River Civilization and Sustainable Development & Collaborative Innovation Center on Yellow River Civilization of Henan Province, Henan University, Kaifeng 475004, China
Heli Lu: Key Laboratory of Geospatial Technology for Middle and Lower Yellow River Regions of Ministry of Education & Collaborative Innovation Center of Urban-Rural Coordinated Development of Henan Province/Key Research Institute of Yellow River Civilization and Sustainable Development & Collaborative Innovation Center on Yellow River Civilization of Henan Province, Henan University, Kaifeng 475004, China

Sustainability, 2019, vol. 11, issue 8, 1-19

Abstract: In contemporary studies in areas such as the field of classical theory, there has been an increasing emphasis on E-Business. In this study, we examine central place theory principles using China’s consumer-to-consumer online game marketing as a case of E-business. The results indicate that virtual goods in China’s C2C online game marketing are distributed in areas with high economic development and where residents have high purchasing power. Further, we found that the transmission capacity of virtual goods is affected by the level of telecommunication services because they are transmitted through information flow. Such effects illustrate that virtual goods are no longer affected by spatial distance and traffic conditions because virtual goods do not need to be touched; however, they are still affected by market forces. We conclude that there are key differences between the marketing and transport principles of CPT based on the hierarchical model describing new internal and external relations and the level of complexity in E-Business processes.

Keywords: central place theory; C2C; virtual goods; online game (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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