AN EMPIRICAL INVESTIGATION OF VIDEO GAME CONTROL USERS: EXAMINING THE INFLUENCE OF SOCIAL MEDIA ADVERTISING, SOCIAL MEDIA PROMOTION, E-WOM, AND BRAND IMAGE ON PURCHASE INTENTION IN CHINA

Abstract

With the development of technology, more and more consumers have accepted electronic games, and major manufacturers are continually launching their new game consoles. Play games have gradually become the leading entertainment activities for consumers. This research aims to study the factors influencing social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention who buy game console. In this research, the researchers collected data from Chinses customers who use the game console machine. And use the online platform to collect the data from 300 respondents. Simultaneously, this study uses designed and convenient sampling techniques, relying on non-probability sampling methods to collect the sample unit's data. The research tool uses the Likert five-level scale. Descriptive analysis and influential analysis are used to analyze the data of demographics and use Simple Regression Linear to test hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influencing purchase intentions. The brand image was significant influence on purchase intention.