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

Zhang Shuo (), Nusanee Meekaewkunchorn and Tatchapong Sattabut
Additional contact information
Zhang Shuo: Bansomdejchaopraya Rajabhat University
Nusanee Meekaewkunchorn: Bansomdejchaopraya Rajabhat University
Tatchapong Sattabut: Bansomdejchaopraya Rajabhat University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 458-465 from Springer

Abstract: 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.

Keywords: experiential marketing; sensory experience; emotional experience; thinking experience; behavioral experience; related experience; brand identity; product involvement; purchase intention (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-368-9_53

Ordering information: This item can be ordered from
http://www.springer.com/9789464633689

DOI: 10.2991/978-94-6463-368-9_53

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().