Zhen Li; Rapassa Roung-onnam

doi:10.70711/frim.v3i4.6450

Study on the Influencing Factors of Consumers Purchase Intention of Electronic Game Subscription Service in Chengdu

Zhen Li, Rapassa Roung-onnam

Abstract

With the rapid development of electronic game market, subscription mode has gradually become an industry trend. However, consumers in different regions have different acceptance of the game subscription model, especially in Chengdu, China, a new digital entertainment consumer market. Based on Technology Acceptance Model (TAM), Planned Behavior Theory (TPB) and Perceived Value Theory, this
study analyzes the factors that affect consumers willingness to purchase video game subscription services in Chengdu. Data were collected by
questionnaire survey and analyzed by SPSS 20.0. It was found that game content richness and brand influence had a significant positive impact on consumers subscription intention, while price sensitivity and uncertainty of game library changes had a negative impact on consumers subscription intention. This study provides marketing optimization suggestions for game enterprises to enhance market competitiveness.

Keywords

Video game subscription service; Technology Acceptance Model (TAM); Planned behavior theory (TPB); Perceived value theory

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DOI: http://dx.doi.org/10.70711/frim.v3i4.6450

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