Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/83513
Authors: 
Wu, Chao-Sen
Tsai, Li-Fen
Year of Publication: 
2013
Citation: 
[Journal:] International Journal of Management, Economics and Social Sciences (IJMESS) [ISSN:] 2304-1366 [Volume:] 2 [Year:] 2013 [Issue:] 3 [Pages:] 205-216
Abstract: 
This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to make reasonable decision. Data was collected from 366 valid returned questionnaires. The study used Factor Analysis, Correlation, Regression and Mediation Analysis. The research finds that attraction and reliability of online game endorsement significantly and positively influence internal preference and external stimulus of game purchase intention; however, when adolescent involvement is the mediating variable, online game endorsement does not significantly influence game purchase. Thus, this paper suggests that the online game companies should select the suitable game spokespersons and enhance the adolescent's self-judgment.
Subjects: 
Online game
purchase intention
Adolescent involvement
Self-judgment
JEL: 
M31
M37
O33
Creative Commons License: 
http://creativecommons.org/licenses/by-nc/3.0/
Document Type: 
Article

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