Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)

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

Authors
Shuo Zhang1, *, Nusanee Meekaewkunchorn1, *, Tatchapong Sattabut1, Chaiyawit Muangmee1
1Bansomdejchaopraya Rajabhat University, Bangkok, Thailand
*Corresponding author. Email: 326445858@qq.com
*Corresponding author. Email: Nusanee.me@bsru.ac.th
Corresponding Authors
Shuo Zhang, Nusanee Meekaewkunchorn
Available Online 31 October 2024.
DOI
10.2991/978-2-38476-297-2_128How to use a DOI?
Keywords
experiential marketing; brand identity; product involvement; purchase intention
Abstract

With the advent of the 5G era, people’s demand for mobile online games is increasing, and their requirements for gaming experience are also getting higher and higher. King’s Glory, as the mobile game with the largest number of mobile online game users in China, is also facing considerable challenges. The purpose of this article’s research is to understand the factors that influence experiential marketing on mobile game users’ purchase intention. The research subjects include 505 mobile game users who use King’s Glory. A questionnaire survey method was used to measure and collect data through the Krejcie scale. The reliability of the questionnaire was 0.89, and statistical analysis was performed using percentages, averages and standard deviations.

The research results show that there is a positive correlation between variables, and experiential marketing has a positive impact on mobile game users’ purchase intention.

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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Volume Title
Proceedings of the 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 October 2024
ISBN
978-2-38476-297-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-297-2_128How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Shuo Zhang
AU  - Nusanee Meekaewkunchorn
AU  - Tatchapong Sattabut
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/10/31
TI  - 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 2024 8th International Seminar on Education, Management and Social Sciences (ISEMSS 2024)
PB  - Atlantis Press
SP  - 1064
EP  - 1070
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-297-2_128
DO  - 10.2991/978-2-38476-297-2_128
ID  - Zhang2024
ER  -