A study of the impact of game company cultural innovation model on players purchase intention : the case study of Mihoyo Company

Abstract

This study aims to explore the impact of cultural innovation on users' purchase intention of MiHoYo Company, as well as the mediating role of perceived innovativeness. By conducting a questionnaire survey on 606 users and using a structural equation model for analysis, the study revealed that the mechanism of cultural innovation affecting users' purchase intention through perceived innovativeness. The study found that the four dimensions of cultural innovation, including product, brand, marketing and consumer experience, all have a significant positive impact on purchase intention through perceived innovativeness. Perceived innovativeness plays a complete mediating role between the four cultural innovation dimensions and purchase intention, while the influence paths of all four dimensions show significant positive effects. In addition, there are significant differences between cultural innovation and purchase intention among different age and education groups. This study not only enriches the relevant theories of cultural innovation and user purchase intention, but also provides empirical basis for game companies to formulate differentiated cultural innovation strategies.