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E-Marketing of Virtual Products Based onE-Commerce : A Case Study in Net Game CompanyLi, Yan January 2009 (has links)
<p>This essay is about the E-marketing of virtual products based on ElectronicCommerce. With the development of the network technology, the improvement ofElectronic Commerce is necessary. The E-Commerce is become more and morepopular with the wide usage of Internet in our daily life. The traditional marketingstrategy is not enough. Hence, I think we should pay more attention on E-Marketingstrategy and earn profits from E-Commerce.The foundation of Electronic Commerce and the development of ChineseElectronic Commerce are introduced in the thesis as well. There is also a discussionthe some concrete methods how to do the marketing of the virtual products based onthe E-Commerce in the thesis, such as software. For the software manufacturers,through the free download and try it attracts users. After the users know about and arefamiliar with the function of software, or after tasting some useful sweet, the furtheruse of the software should be required to do payment to the manufacturerIn particular, take the famous net game Mir2, as an example. We elaborate theE-marketing tactics and some related questions of the net game that is a form ofvirtual products. The typical method is to use New Marketing Group Strategy, “4C”that Customer Want, Convenient, Cost and Communication in the marketing process.I think this case is the typical example to demonstrate the importance of NewMarketing Group Strategy compared with Traditional Marketing Group Strategy,Product, Price, Promotion and Place. When you combine 4P strategy and 4C strategytogether, it will be effective.</p>
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E-Marketing of Virtual Products Based onE-Commerce : A Case Study in Net Game CompanyLi, Yan January 2009 (has links)
This essay is about the E-marketing of virtual products based on ElectronicCommerce. With the development of the network technology, the improvement ofElectronic Commerce is necessary. The E-Commerce is become more and morepopular with the wide usage of Internet in our daily life. The traditional marketingstrategy is not enough. Hence, I think we should pay more attention on E-Marketingstrategy and earn profits from E-Commerce.The foundation of Electronic Commerce and the development of ChineseElectronic Commerce are introduced in the thesis as well. There is also a discussionthe some concrete methods how to do the marketing of the virtual products based onthe E-Commerce in the thesis, such as software. For the software manufacturers,through the free download and try it attracts users. After the users know about and arefamiliar with the function of software, or after tasting some useful sweet, the furtheruse of the software should be required to do payment to the manufacturerIn particular, take the famous net game Mir2, as an example. We elaborate theE-marketing tactics and some related questions of the net game that is a form ofvirtual products. The typical method is to use New Marketing Group Strategy, “4C”that Customer Want, Convenient, Cost and Communication in the marketing process.I think this case is the typical example to demonstrate the importance of NewMarketing Group Strategy compared with Traditional Marketing Group Strategy,Product, Price, Promotion and Place. When you combine 4P strategy and 4C strategytogether, it will be effective.
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Sociala faktorers påverkan på köpintention : En kvantitativ undersökning på hedoniskt värde inom spelet League of LegendsOrtega Jönsson, Veronica, Tyssling Engström, Emil January 2023 (has links)
Flera olika typer av virtuella produkter växer i popularitet och värde i människors ögon. Inomden digitala spelvärlden spenderas en hög andel pengar på virtuella produkter som inte har ettfunktionellt syfte. Syftet med denna uppsats är att undersöka om sociala faktorer kan påverkaköpintentionen i digitala spel genom sin relation till hedoniskt värde. Denna studie användersig av en kvantitativ metod och tvärsnittsdesign i form av enkäter. Enkäterna har spriditsgenom relevanta medier samt kedjeurval. Resultatet analyseras med en PLS-SEM analys föratt se om det finns ett förhållande mellan sociala faktorer och hedonism. Denna uppsatsförsöker besvara frågan: “Bidrar sociala faktorer till att skapa hedoniskt värde i virtuellaprodukter?”. Resultatet visar på att sociala band och social identitet relaterat till spelet ärpositivt relaterat till att skapa ett hedoniskt värde och på så sätt öka köpintentionen. Theory ofconsumtion value undersöker vilka värden som ligger bakom de val av köp konsumenter gör.Teorin används som grund i denna uppsats och har hjälpt till att skapaundersökningsmodellen samt styrka hypoteserna via begreppen emotionellt och socialt värde.Viktiga fynd är att ålder, kön och tid inte har någon påverkan på hedoniska värdet. Hedonisktvärde, social identitet och sociala band visades ha ett lågt instämmande i undersökningen.Trots detta blev slutsatsen att det finns ett signifikant samband mellan de sociala värdena ochhedoniskt värde. Detta bekräftar hypoteserna i uppsatsen. Resultatet i denna studie bidrar tilllitteraturen genom att undersöka relationen mellan utvalda konsumtionsvärden ochköpintentionen till virtuella produkter. Informationen som uppsatsen ger kan hjälpa företag attförstå faktorer som kan uppmuntra till köp av virtuella produkter. / Many different types of virtual products are growing in popularity and value in people's eyes.In the gaming world, large amounts of money is spent on virtual products that do not have afunctional purpose. The purpose of this essay is to investigate whether social factors caninfluence purchase intention in digital game contexts through their relationship to hedonicvalue. This study has carried out a quantitative method and a cross-sectional design in theform of questionnaires. The questionnaires have been distributed through relevant media andchain selection. The results are analysed with a PLS-SEM analysis to investigate whetherthere is a relationship between social factors and hedonism. This essay tries to answer thequestion: ”Do social factors contribute to creating hedonic value in virtual products?”. Theresult shows that social ties and social identity within the game are positively related tocreating a hedonic feeling and thus increasing purchase intention. The theory of consumptionvalue examines which values lie behind the purchase intention and choices consumers make.The theory is used as a basis in this essay, it has helped to create the research model andstrengthen the hypotheses via the concepts of emotional and social value. Some of theimportant findings in this essay is that age, gender and time are factors that have no influenceon the hedonic value. Hedonic value, social identity and social ties were shown to have lowagreement in the survey. Despite this, the conclusion was that there is a significantrelationship between the social values and hedonic value. This confirms the hypotheses in thepaper. The results of the study contribute to the literature by investigating the relationshipbetween the selected consumption values and willingnes to pay for virtual products. Theinformation provided in this essay can help companies have a better understanding of factorsthat can better promote the acquiring of virtual products.
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Pay to win : En studie om mikrotransaktioners förändring av upplevelsen i onlinespelHallin, Douglas, Portin, William January 2021 (has links)
Spel är en av de största underhållningsbranscherna, vilket ger utvecklare möjlighet till stor lönsamhet. Syftet med denna studie är att identifiera faktorerna för varför spelare känner behov avatt göra köp av virtuella produkter i onlinespel och hur det kommer att påverka spelupplevelsen.Detta hjälper spelutvecklare att skapa en bättre affärsmodell med mer optimerade produktergenom att ge spelarna vad de önskar. Denna studie kommer att använda en kvalitativ forskningsdesign eftersom det gör det lättare att ta del av olika spelares åsikter. Resultatet från studien visar att emotionella och funktionella faktorer har störst inverkan på beslut att köpa virtuella produkter i onlinespel, och att spelupplevelsen gynnas så länge inte produkter påverkadespelmekanismer. / Games are one of the biggest entertainment industries, which provides an opportunity for developers to generate a lot of money. The aim for this study is to identify the factors why playersfeel the need to make in-game purchases of virtual products in online games and how this willaffect the gaming experience. This will help game developers create a better business modelwith more optimized products by giving players what they desire. This study will be using aqualitative research design since it will make it easier to take part in different players' opinions.The results from the study show that emotional and functional factors have the greatest impacton decisions to buy virtual products in online games, and that the gaming experience benefitsas long as products do not affect gaming mechanisms.
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