Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 44 , 10 November 2023
Open
Access | Article
The Impacts of Online Reviews on Consumers’ Purchase Intention of Video Game Items in China
* Author to whom correspondence should be addressed.
Abstract
As an important vehicle for audiences to gain information about video game items, online reviews have been wildly leveraged by game developers to conduct influencer marketing to promote game items in China. However, the commercial nature of sponsorship could threaten the perceived trustworthiness of influencers and online reviews. To achieve this, a valid sample of 289 Chinese game players was collected through the questionnaire survey, and experimental research with a between-subject design was conducted to compare the purchase intention of video game items in different consumer groups that were exposed to three types of reviews. The study’s key finding is that sponsored influencer reviews will lead to lower consumer purchase intentions, compared to both user-generated reviews and influencer reviews.
Keywords
video game, purchase intention, user reviews, influencer marketing, sponsorship disclosure
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-109-4
- ISBN (Online)
- 978-1-83558-110-0
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/44/20232175
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited