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|Type of Document
||From promotion to purchase: The mediating effect of perceived value and moderating effect of player types.|
|Date of Defense
||in-app purchase intention
||The Internet has become an indispensable part of our daily lives. Many people use the Internet to communicate, socialize, make purchases, among other things. Playing mobile games is one of the popular forms of entertainment on the Internet and this represents huge business opportunities for game developers. The developers want to increase the revenue from mobile games and promotion is a common strategy adopted by them to increase sales. |
Among the many strategies chosen, it is not clear which is the most efficient. In this study, we attempt to understand the promotion strategy that can have a greater effect on consumers. We analyze four types of promotion strategies to compare their impacts. We also compare the impact of the different strategies on different categories of players. Data were collected from players of Onmyoji, a popular mobile game.
The following are the main results of our study. Promotion strategies can create different levels of value and are moderated by the rank and pay experience of players. The pay experience moderates the relationship between hedonic value and in-app purchase intention but it does not moderate the relationship between utilitarian value and in-app purchase intention. Further, the ranks of players does not have a significant effect in moderating the relationship between hedonic or utilitarian value and the in-app purchase intention.
||Tsai-hsin Chu - chair|
Yi-Cheng Ku - co-chair
Shiu-li Huang - co-chair
Shih-Chieh Hsu - advisor
Tung-Ching Lin - advisor
Indicate in-campus at 4 year and off-campus access at 5 year.|
|Date of Submission