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The Impacts of Online Reviews on Consumers’ Purchase Intention of Video Game Items in China
- 1 South China Normal University
* 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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Cite this article
Hou,Q. (2023). The Impacts of Online Reviews on Consumers’ Purchase Intention of Video Game Items in China. Advances in Economics, Management and Political Sciences,44,14-20.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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