The Effect of Experiential Marketing and Player Motivations on Online Game Player Purchase Intention－Product Involvement as a Moderator

• Main Authors: LEE CHIEH, 李杰
• Other Authors: Yu-Peng Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/79590570314759229849

碩士 === 實踐大學 === 企業管理學系碩士班 === 98 === Experience plays a key role in the buying product process. Pine II and Gilmore(1998) indicate that experience could be economic goods, and then, experiencial marketing has sensory experience, affective experience, think experience, act Experience and relate experience impact the game player and impress the value of the product(Schmitt, 1999). Attention, when game player use a online game, player always expect the surprise of the game, Yee(2002) indicate player motive include the achievement component, the social component and the immersion component. The player satisfies the gaming motive to use online game. The study takes the product involvement as the moderating variable to verify whether it will have an impact on player purchase intention. The study is conducted by investigating 545 game players in my3q.com with a 91.01% valid response rate of questionnaires. Furthermore, this research uses SPSS17.0 to test hypotheses. The empirical findings are: (1) sensory experience impacts player purchase intention；(2) affective experience impacts player purchase intention；(3) think experience impacts player purchase intention；(4) act experience impacts player purchase intention；(5) relate experience impacts player purchase intention；(6) achievement component impacts player purchase intention；(7) social component impact player purchase intention；(8) immersion component impacts player purchase intention；(9) it is significant effect that the high product involvement×sensory experience greater than the low product involvement in the player purchase intention；(10) it is significant effect that the high product involvement×affective experience greater than the low product involvement in the player purchase intention；(11) it is significant effect that the high product involvement×think experience greater than the low product involvement in the player purchase intention；(12) it is significant effect that the high product involvement×act experience greater than the low product involvement in the player purchase intention；(13) it is significant effect that the high product involvement×relate experience greater than the low product involvement in the player purchase intention；(14) it is significant effect that the high product involvement×achievement component greater than the low product involvement in the player purchase intention；(15) it is significant effect that the high product involvement×social component impact player purchase intention；(16) it is significant effect that the high product involvement×immersion component greater than the low product involvement in the player purchase intention.