Advances in Economics, Management and Political Sciences

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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

Qianhui Hou * 1
1 South China Normal University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 44, 14-20
Published 10 November 2023. © 10 November 2023 The Author(s). Published by EWA Publishing
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.
Citation Qianhui Hou. The Impacts of Online Reviews on Consumers’ Purchase Intention of Video Game Items in China. AEMPS (2023) Vol. 44: 14-20. DOI: 10.54254/2754-1169/44/20232175.

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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated