Influence of community opinion leaders on Chengdu consumers' purchase intention of popular mobile games a

Name: Chang Kaiyang

keyword: Community opinion

ThaSH: Consumer behavior -- Purchasing -- Mobile games -- Research

; Purchase intention

ThaSH: Business Administration -- Research

; Popular mobile game

Abstract: With the rapid development of the game industry, the number of mobile gamers increased substantially. In recent years, the Internet's continuous growth and the pandemic's gradual severity led people to rely more on the online social model based on the Internet community than the ordinary social model. The places where game players shared and exchanged game information changed from offline and gradually developed to online group chats, forums, and powerful live broadcast platforms, becoming the virtual game development channel. Opinion leaders in the new media era were generally more "grassroots" and closer to understanding what the gamers needed. In the Internet community, such opinion leaders often offered higher "professionalism," "famousness," and "emotional value" and other factors, which could have an important influence on consumers' consumption decisions in the mobile game. The purpose of this study was to explore the significant difference in purchase intention of popular mobile game A among different demographic variable groups in Chengdu under the influence of community opinion leaders; to examine the mechanism of purchase intention for Chengdu consumers in popular mobile games A based on influencing factors of perceived trust and perceived value, and to suggest feasible suggestions on better development strategies with respective variables for popular mobile game A sales through community opinion leaders. Three hundred twenty-six completed questionnaires of Chengdu consumers were collected through the online WeChat platform by random sampling in February 2023. The results showed that opinion leaders' perceived trust and values significantly impacted purchase intention. Further suggestions in practical purchase intention for better customer perception in the mobile game A based on professionalism, reputation, interactivity, involvement, practical value, sentimental value, and social value were significantly impacted.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Rapassa Roung-onnam

Role: Advisor

Name: Yu Yanyan

Role: Advisor

Created: 2023

Modified: 2025-09-09

Issued: 2025-09-09

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Chengdu

DegreeName: บริหารธุรกิจมหาบัณฑิต

Level: ปริญญาโท

Descipline: การจัดการ

Grantor: มหาวิทยาลัยนอร์ทกรุงเทพ

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