With the rapid development of smart phones, nearly 70% of Taiwan's population currently owns smart phones, and nearly 90% of Google Play users have access to mobile Internet. With the integration of smart phones into people's lives, they also drives the demand for APP applications.The needs of the program. The game-related APP is currently the most profitable category in the software market. It also represents that leisure time of playing mobile games has become a part of many people's daily entertainment.In the current business mode of mobile games, many popular games attract players by means of free play, and loot box to stimulate the player's desire to purchase. The decisive factors affecting the desire to purchase will be game developers and Important information for marketers. Therefore, this study will use the well-known mobile game " Tower of Saviors" as an example to explore the purchase factors of the loot box.
This study is based on the EKB (Engel-Kollat-Blackwell) Model and conducts in-depth interviews with ten players. The results of the study shown that among the many factors affecting purchase, consumers will choose a lottery because of their quality and ability. The appearance of the character is also the main factor affecting the motivation of purchase. This study expects the results of the study to identify the purchase factors of the loot box for mobile games. Furthermore, provide a reference direction for game makers to design or formulate marketing strategies in the future.
Wei-Han Hsu, National Yunlin University of Science & Technology, Taiwan
Wen-Shan Chang, National Yunlin University of Science & Technology, Taiwan
Stream: Cultural and Media Studies
This paper is part of the ACSS2019 Conference Proceedings (View)
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