The Effects of Perceived Value and Pricing Tactics Persuasion Knowledge on Purchase Intention of Social Media Game

• Main Authors: Yen-Tsen Chen, 陳妍岑
• Other Authors: Sui-Lien Chen
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/77839967917531250770

碩士 === 淡江大學 === 管理科學學系碩士班 === 101 === According to the Market Intelligence and Consulting Institute (MIC; 2012) in Taiwan, the scale of the global mobile game market will exceed 15 billion dollars from $10.5 billion in 2011 to $15.2 billion in 2015, implying the enormous commercial potential. People prefer to using free products and companies strive to make profits, thus forming the persuasive intention. This study develops the framework for social media games according to the theory of persuasion knowledge (Friestad & Wright, 1994) and subjective pricing tactics persuasion knowledge (SPTPK). Model 1 examined the factors of perceived value, SPTPK, and value equity on purchase intention. Model 2 considered persuasion knowledge and push/pull communication as moderating variables. This research commissioned a professional survey company in Taiwan to collect online questionnaires for surveying purchase intention on social media games. AMOS 17.0 statistical software was employed to analyze the reliability and validity of the measurements. The research hypotheses were examines by structural equation modeling (SEM), which supported certain of the hypotheses. Social value, monetary value, epistemic value, and SPTPK have significant positive effect on value equity, and value equity positively affects purchase intention. Functional value and emotional value have no significant effect on value equity. Persuasion knowledge has significant moderating effect between monetary value and value equity. Push and pull communication have no moderating effects between perceived values and value equity. Finally, theoretical and practical implications are provided for future research.