An Empirical Study on the Influence Mechanism of L-Game Championship Skin Selection and Selling Mechanism on Consumers' Esports Virtual Product Purchase Intention in Beijing

Abstract

Under the premise of rapid development of science and technology and continuous progress of society, the general public cares not only about whether they can eat well or not, but the main problem we are facing now is the growing spiritual and cultural needs of the people. The spiritual culture construction is divided into many kinds, and this study is the spiritual culture needs with entertainment properties, in which people need to buy skin inside the game to make themselves more satisfied. We know that the scarcity effect is a prerequisite for high willingness to buy, whether the product is given a dominant motivation is a necessary step for high willingness to buy, and the perceived value is the last fire for high willingness to buy. In this paper, we will take the L game champion skin selection rules as an example to explore the relationship between purchase intention and scarcity effect, commodity-driven motivation and perceived value from the audience's perspective. A questionnaire survey is used to understand the audience's purchase of L-game championship skins and the reasons for purchase, and a scientifically supported approach is used to interpret and explain how users' purchase behavior and purchase intentions emerge to generate purchase behavior.