Research On The Impact Of Populartity And Scarcity On Consumers’ Online Purchase Intention In Co-marketing

In recent years,with the popularization of intelligent mobile phones,traditional and various forms of games are gradually transferred to online,and more and more mobile games are spreading and spreading among the public.Compared with traditional offline games,the current mobile phone games,with time and space,convenience,easy to obtain,and so on advantages,make people can pick up the phone,anytime and anywhere in leisure time open a great battle with the side of the trip,therefore,blossoming mobile game market,various types of games quickly carved up the market.In such cases,the follow-up of new games want to break into the mobile game market in China at present,it becomes very difficult,although under the joint marketing trends,new games can consider to use the existing offline product market to open a certain gap,but to choose what kind of brand,use what kind of joint marketing,And what kind of co-pricing method is the key for game developers to successfully enter the current Mobile game market in China.In order to carry out joint marketing,brand influence,appeal and driving force are all key factors affecting joint activities,so brand awareness is a key influence variable;Secondly,in previous marketing methods,emphasizing certain scarcity of goods is more likely to enhance people’s perception of product value,thus affecting people’s purchase intention.Accordingly,this study selected brand awareness and scarcity as two key research variables influence consumer purchase intention,by means of experiments,and the combination of electrical science research methods,revealing the people in the face of the joint products for brand awareness and scarcity for the interaction of the consumer purchase intention and its deep internal causes.Therefore,we continue to use the ERP(event related potential)related experiment program design,the brand awareness and the scarcity of virtual element factors together,drawing into the corresponding experimental materials,and recruit participants operation is completed in the laboratory experiment eeg data collection,finally obtaining effective sample size 48,23 boys and 25 girls.According to our research,the results of product-induced ERP analysis show that :(1)compared with the low visibility level,individuals respond longer and slower to product decisions at the high visibility level;Compared with low scarcity,individuals respond longer and slower to low scarcity.(2)There were significantdifferences in the amplitude of EEG components under different visibility and scarcity levels.Individuals showed more electrical activity when they were faced with a product of high popularity and scarcity than with a product of low popularity and scarcity.(3)There is a significant positive correlation between product visibility and virtual element scarcity on individual purchasing behavior,and their interaction also has a significant positive correlation for individuals.That is,when the product popularity is higher,the individual is more likely to choose the purchase behavior;When the scarcity of virtual elements is higher,individuals are more likely to purchase.In addition,individuals are more inclined to purchase product combinations with higher visibility and scarcity than those with lower visibility and scarcity.(4)High brand awareness level and high scarcity level will induce higher LPP component amplitude.This indicates that individuals have special preference and high degree of liking for products with high reputation and high scarcity,which also verifies the conclusion of previous studies that LPP is indeed correlated with brand and degree of liking.(5)High visibility will lead to higher component amplitude of P300.This suggests that the individual’s products of higher popularity will spend more mental and psychological resources,cost of mental load are also more,can the individual level for high profile products,pay more attention to,are willing to pour more resources,for the low visibility of the product,is not willing to spend too many resources.(6)High brand awareness will lead to higher AMPLITUDE of N400.This indicated that the stimuli of the experimental materials brought about significant internal conflicts,especially at the high visibility level and low scarcity level,the difference between the high visibility level and high scarcity level was more significant,indicating that at the high visibility level,different stimulus combinations had more obvious conflicts on individual feelings.Individuals will experience greater internal conflict for the combination of high visibility and scarcity.(7)High scarcity also causes higher N200 component amplitude.This reflects the will of the individual and in the sales situation of the related product scarcity of preference,this preference will not produce in the popularity of high and low impact,only exists in scarcity of change situation,therefore we can assume that the individual in this situation N200 components associated with the degree of scarcity of individual for the product.(8)High scarcity also leads to a higher amplitude of P100 components,but no such fluctuation is found in visibility,indicating that individuals pay more attention to andrespond to scarcity than product brand,and are more susceptible to the influence of product scarcity factors.The results of price-induced ERP analysis show that :(1)there is no significant difference between brand awareness level in price-induced scenario,but there is a significant difference between virtual element scarcity.(2)the higher the scarcity of virtual element,the greater the N2 amplitude caused by the negative,and the virtual elements scarcity has significant interaction with brand awareness,to influence the individual decision-making preferences,which triggered more N2 negative wave,namely the individual in price to induce more inclined to high profile and scarcity of product portfolio;(3)compared with low scarcity,the high scarcity of virtual element will be significantly more positive P300 amplitude,the scarcity of virtual elements in individual in decision-making will cause significantly the amount of mental resources and mental load,the higher the scarcity,the corresponding price is higher,the individual amount of mental resources and mental load,the greater the investment in the subsequent purchase decisions.(4)compared with low scarcity,virtual element high scarcity will be significantly more positive N4 interchange amplitude,the scarcity of virtual element will be significant differences of individual perceived conflict,the higher the scarcity of virtual element,the corresponding price is higher,the individual experience of external stimulation more intense,therefore produce more intense inner conflict.(5)compared with low scarcity,the high scarcity of virtual elements may significantly greater negative LPP amplitude,the scarcity of virtual element late will cause the individual significantly for the perception of consumer preference the scarcity of virtual element is higher,the corresponding price is higher,the individual preferences of the consumer will be less.The research innovation of this paper is mainly in the following aspects: First,we build a research mechanism for the influence of joint marketing on individual consumer buying behavior,and combine the two factors that attract more attention and have greater influence in the field of integrated marketing.Secondly,we mainly use brain neuroscience research methods to explore the deep causes of internal factors affecting individual purchasing behavior,breaking through the traditional management research methods and making theoretical contributions to management,cognitive neuroscience and consumer decision-making to a certain extent.Finally,although the experimental results show that,this research selected ingredients for predicting subsequent purchase of consumer behavior strength is weak,but we still can find brand awareness and the scarcity of virtual element can stimulate consumer activity in brain activity,confirmed the awareness to a certain extent the degree of stimulation and scarcity of individual,and has certain practical guiding significance.