An Empirical Study On The Influence Factors In Moviegoers' Intention Of Converting Into Game-players

As Intellectual Property,IP for short,gradually underscores its great commercial value and potential in recent years,there is an IP rush emerging in our country.Many traditional enterprises and Internet companies strive as hard as they can for investing in those so-called super IP.Thus,an IP industry has rapidly come into being.In parallel to the prosperity of IP industry in the business world,studies and research on IP inside the academic circle are unwilling to lag behind.However,what should be noted is that most of the research are qualitative but not quantitative.To say the least,there lacks study on users' intention of conversion from one kind of identity into another,say,from moviegoers to game-players.Based on the theory of TAM,flow experience and conversion cost,and taking the movie“World of Warcraft”as example,this thesis aims at probing into what kind of factors influence an IP moviegoer to be a game-player.Apart from referring to those related empirical study,depth interview has also been done to help find out the factors,which,in this thesis,have been summarized as 6 independent variables,including subjective norm,IP brand recognition and star effect,perceived usefulness,perceived flow experience and perceived conversion cost,and 1dependent variable “intention of conversion”.In experiment,online and offline questionaires were issued to help collect data.There were236 questionaires issued and 178 were effective.Then,reliability analysis,factor analysis,correlation analysis and regression analysis were done,which turns out that brand recognition,star effect,perceived usefulness and perceived conversion cost,these four factors all exert influence on the intention of moviegoers' conversion into gameplayers.Based on the result mentioned in this thesis,relevant suggestions have been put forward from 4 different aspects.