Research on Relationship between Mobile Game Advertising Effectiveness and Consumer Purchase Intention

Yi-Lin Yu

《國際數位媒體設計學刊》 12卷1期 (2020/06) Pp. 1-12

https://doi.org/10.29465/IJDMD.202006_12(1).0001

摘要

The advancement and prevalence of smart phones have enabled consumers to enjoy audiovisual interaction in the gaming world at any time, without need of video game consoles or personal computers. However, how to stand out in a crowded game market and attract consumers to download a game and generate payment behavior has become a challenge confronting game developers. Through a questionnaire survey on the advertising effectiveness of mobile games, this study examined whether consumer game advertising attitudes and brand attitudes affect consumers' game purchase intention. This study used a quantitative questionnaire survey targeting consumers who have purchased or downloaded games after viewing cell phone ads. A total of 384 valid questionnaires were collected, of which 255 were male players (66%) and 129 were female players (34%). Findings showed a significant relationship between advertising effectiveness and game purchase intention. Within this impact, brand attitude and advertising attitude were important factors influencing consumer game purchase intention and game downloading. This study provides a reference for mobile game developers and game distributors. Advertising effectiveness factors that impact consumer purchase intention should be taken into consideration in future game ad design, to increase consumer game purchase intention.

關鍵字

Advertising effectiveness ； advertising attitude ； brand attitude ； mobile games ； purchase intention

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