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Research on the Influence of E-Sports Virtual Product Promotion on Irrational Consumption Behavior of Sichuan Youngsters

Jie Liang


With the proliferation of high-performance computers, the amount of academic research focused on organized competitive gaming has steadily expanded. To date, user engagement analysis has concentrated chiefly on in-game variables. Still, external influences, including game streaming and gaming-centric communities, can influence teens’ willingness to play games and engage in in-game transactions. In particular, the rise of professional gaming and esports has provided a new medium for customer engagement. This paper analyzes past and current literature on esports virtual product marketing, resulting in a figure representing the history of esports brand usage in popular and unpopular industries in esports. This study examines the impact of e-sports as a decisive factor in game intent recognition on irrational consumption behaviors of Sichuan teenagers through environmental stimuli, customer needs, and emotions. The three research objectives are; to analyze the influence mechanism of virtual e-sports products on the consumption intention of Sichuan youngsters, to explore the degree of influencing factors to youngsters’ purchase intention, and to suggest the solution for improving the irrational consumption behavior.


E-Sport Virtual Product Promotion; Irrational Consumption Behaviour; Sichuan Youngsters

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DOI: http://dx.doi.org/10.18686/fm.v7i5.6509