Journal of Asian Business Strategy

ISSN(e): 2225-4226
ISSN(p): 2309-8295
DOI: 10.55493/5006.v14i1.5030
Vol. 14, No. 1, 39-60.
© 2024 AESS Publications. All Rights Reserved.
URL: [Link]

The effect of short game videos on consumers' willingness to purchase

virtual items in games: A moderating effect based on game experience

Hongfei Wu1 Surrey International Institute, Dongbei University of Finance and

1,2, 3

Economics, Dalian, 116025, China.

Ruizhe Gao2+ 1
Email: 178497968@[Link]
Yitong Yin3
2
Email: rg00897@[Link]
3
Email: yy01086@[Link]
(+ Corresponding author)
ABSTRACT
Article History With the popularity and development of new media, the short video industry has deeply
Received: 10 January 2024 influenced people's daily shopping behavior and entertainment activities. Similarly, with
Revised: 26 February 2024
Accepted: 8 March 2024 the development of Internet technology, the game industry is attracting more and more
Published: 22 March 2024 attention from game players and consumers. This study explores the impact of short
game videos on gamers' willingness to purchase in-game virtual goods according to the
Keywords SOR theoretical model and the moderating effect of external stimuli such as consumers'
Consumer game experience
Consumer purchase differences in game experience and perceived value on their willingness t o buy game
Game industry virtual products. Through a series of literature research and relevant data analysis and
Moderating effects
Short video industry processing, this study confirms that some features of short game videos will not have a
Virtual game products. significant impact on consumers' purchase behavior, but most features will lead
consu mers to consume games. Features such as Valid ity and Serviceability,
Interactivity, and Sociability are positively correlated with consumers' willingness on
consu mption, but Influenceability is not significantly correlated with consumers'
willingness t o buy. In addition, the game experience of consu mers has a significant
moderating effect, and the perceived value difference also has an important impact on
their purchase behavior. The findings from this study can help the new media industry
and the gaming industry t o grasp the needs of young consumers, represented by
university students, and to adjust their marketing strategies more effectively.

Contribution/ Originality: This research studies the moderating effect of the gaming experience on consumers'
purchase of virtual gaming products, fostering the development of the new media industry and the gaming
industry.

1. INTRODUCTION
1.1. Research Background
It is stated by a science and education organization called Statista that in 2021, there will be approximately 35
million students enrolled in undergraduate degree program at public universities in China. 19.1 million of these
students have a bachelor's degree and the remaining 15.1 million have a specialist and other qualifications (Textor,
2022). The university population, which accounts for 9% of the total consumer population, is contributing to the
country's economic development and is also playing an important role as a gu ide in the future. Overall, the
consu mption level of university students is characterized by obvious d ifferentiation and strong personal ization. At
the same time, with the development of new media technology and the rise of the gaming industry, more and more
university students are using it as their main leisure time entertainment and devoting part of their daily life to it,
mainly by buying virtual props for the games. This paper focuses on the effect of short game videos on the purchase

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

of game props by game consumers. The development of the Chinese short video industry began in 2011. Since the
birth of the 4G network, it has produced platforms with hundreds of millions of users, such as Tik Tok and AAuto
quicker, which have established a strong influence in the Internet era. At present, the development of China's short
video industry has entered a stable period, with the platforms leading the development having significant scale
advantages and the industry competition pattern gradually becoming clear (CNNIC, 2022). Accord ing to the latest
statistical report on the development of China's Internet network, the scale of Chinese short video users is growing
significantly and the market is still set to develop further. As of December 2020, the size of China's Int ernet short
video users reached 722 million people, and the size of short video users is expected to reach809 million in 2021,
which will continue to be on the rise in the future (see Figure 1).

Figure 1. 2017-2022 China short video user size and forecast.

Source: China internet network information center.

As can be seen from the chart, the development of China's short -form video industry has continued to gain
momentum, and although the growth rate has shown a downward trend in recent years due to a combination of
factors, it is also showing signs of rebound in 2022. With the decline in mobile traffic price s in the 4G era, the
further spread of 5G communications, the development of artificial intelligence and big data technologies will
provide new support f or short-form video platforms, coupled with the strengthening of state regulation of the
industry and the increased scrutiny of short-form video posting content by platforms. During the sedimentation
period of the development of the short v ideo industry, its quality and content will become more standardized while
showing diversif ication and high-quality development. In addition, the short-form video industry continues to grow
in terms of the number of users while its industry revenue continues to grow as well. According to reports, in 2019
China's short video market size reached 82.82 billion yuan, a year-on-year growth of 608.5%, in 2020 the short
video market size of 140.83-billion-yuan, year-on-year growth rate still remains at 70%, in 2020-2022 short video
market size is st ill growing at a faster rate, forecast 2025 China's short video industry market siz e is expected to
approach 600 billion yuan (See Figure 2). Short video market will guide the direction of the development of new
media market (Tencent News, 2017).

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

Figure 2. 2017-2025 China short video market scale and forecast.

Source: Tencent News. Com

In addition, the development of the gaming industry cannot be separat ed from the influence and support of the
short video industry, which provides a wider publicity role f or the content and virtual props sold by various gaming
companies, enabling more players and consumers t o have a faster and more complete understanding of the relevant
virtual prop products. Compared to pure game players and non-game players, game consumers who like to pay
attention to short game videos will spend more on buying virtual in-game props. Influenced by some famous game
hosts and professional players who live or make short videos, they tend to have a stronger interest in games. In
order to get a better gaming experience, spending on in-game virtual items is driven by increased self-identity,
increased self-efficacy, increased social connections. The market situation of the game industry in recent years is
generally positively correlated with the development of the short video industry (see Figure 3). A set of dimensions
can be identified in the literature, which can be used t o characterize and differentiate the various perspectives on
consumer research.

Figure 3. 2017-2025 actual sales revenue and forecast of Chinese game market.
Source: China industry information network.

1.2. Research Purpose

The purposes of this research are that: a) Exploring the impact of short game videos on gamers' willingness to
purchase in-game virtual goods. b) To study the effect of players' self-efficacy and sense of self-identity, social and
teamwork awareness on the purchase of virtual goods in the game. c) Investigating the moderating effect of players'
gaming experience on the influence of short gaming videos on p layers' behavior in purchasing virtual products for

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

games. d) Examines and compares the role of short game videos in promoting games and the role of player-
consumer gaming experiences in influencing university students as a consumer group.

1.3. Significance of Research

The new media short v ideo industry today is growing rapidly, and the gaming industry as the main
entertainment industry during the epidemic is developing at a higher level than other industries. While
investigations on short-form video and gaming software, as applied to industry development, have tended to be well
developed, further research investigations are needed for quantitative academic analysis on the relationship between
the two and the associated moderating effects. This study focuses on the influence of the promotional effect of short
game videos on the purchase of virtual props by university players, and supplements this with a study of the
influence and moderating effect of players' gaming experience on university students' gaming consu mption. At the
same time, the research results can show the current promot ion effect of the short video industry on the
development of the game industry and make consumers more aware of their understanding of the consu mption
behavior of game virtual products, better adjust their own behavior and establish more reasonable consu mption
concepts and consumption structures. In addition, from the research perspective, game companies and game
designers in the game industry can also adjust the functions of in-game virtual products based on u ser feedback,
design game skin images that better meet the needs of the market and consumers, etc. The short video industry can
also further develop business strategies to suit market needs by establishing partnerships with game companies.

1.4. Conceptual Framework

This research is d ivided into six main parts. The f irst part outlines the industry background of the study,
describes the topic to be studied, the purpose of the study and its ne cessity and importance. The second part focuses
on sorting out the literature studies on short game videos, self-identification of game users' gaming experience and
purchase intention, describing the definitions and concepts of different variables. The third part explains the
research method ology, pointing out the tools used for correlation and regression analysis. The fourth and f ifth
section applies the specific data analysis methods and models described above t o analyze the data collected through
the questionnaire and draws several important findings. The final section summarizes the findings and implications
of the overall study, suggests ways in which the relevant issues can be further addresse d and developed in light of
the research process, and raises some limitations.

1.5. Innovation Points

Previous academic studies have focused on the posit ive and negative effects of the short-form video industry on
the gaming industry, and several scholars have elaborated on the idea that consumer behavior has been influenced
by the development of the gaming industry and the short-form v ideo industry. However, no scholar has yet
specifically studied the moderating effect of gaming experience on consumers' pu rchase of virtual gaming products.
This study explores the extent to which university students' purchases of related virtual products are influenced by
the gaming experience from the perspective of major short-form video platform software and various mobile
gaming software. It remedies the shortcomings of previous studies. In addition, the f indings from this study can
help the new media industry and the gaming industry to grasp the needs of young consu mers, represented by
university students, and to adjust their marketing strategies more effectively.

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2. LITERATURE REVIEW AND HYPOTHESIS

2.1. S-O-R Model
2.1.1. S-O-R Model Characteristic
Stimulus-Organism-Response (SOR) Model as an extension of Pavlov (2010) classic stimulus-response model
theory. The stimulus-response model is the first step in understanding consumer buying behavior. Accord ing to
this model, individual behavior is influenced by external stimulus, and will make internal emotional response
according to external stimulus, which will be transformed into hu man behavior. Individual's own emotional
perception plays an intermediary role in the process of stimulus to response (Wood worth, 1929). In the model, S
refers to the influence of external stimuli on the body; O refers t o the internal psychological state of the stimulated
body, namely individual emotional perception; R refers to the external behavior of an individu al based on external
stimuli and internal psychol ogy (Harappa, 2020). Researchers have widely adopted and used the stimulus-biology-
response model (S-O-R) to analyze social media engage ment, mobile auctions healthcare online hotel booking
behavior (Emir et al., 2016). The S-O-R model reflects the relationship between environmental stimuli, a person's
emotional state and the approach or avoidance behavior resulting from the combination of stimuli and emotions. In
addition, the model has been found to be suitable for analyzing and understanding whether consu mers acknowledge
and adopt response decisions because it creates a cognitive asses sment of the external environment as a stimulus to
people. In contrast, other models such as Unified Theory of Te chnol ogy Acceptance and Use are limited in their
ability to articulate how stimuli initiate consumers' attitudes and intentions (Dzandu, Pathak, & Gulliver, 2020).
Thus, the breadth and applicability of the SOR approach facilitates researchers to incorporate complex aspects such
as cognitive and affective components into their own research settings, broad ening the inquiry int o the fact ors that
influence external stimuli on consumer purchase behavior in business (Kim, Lee, & Jung, 2020).

2.2. Application Characteristics of Short Videos

The length of a short video is usually measured in seconds. It refers to a new short video that is played on the
network platform for people to watch, browse and share at any time, from seconds t o 5 minutes. It spreads to the
audience through mobile internet technology, with entertainment, science, singing, and fashion as the main content,
so as to gain the attention of the audience (Xue & Xv, 2016). Here the content will be introduced using the Jitterbug
short video software. Firstly, Jitterbug Short Video is a platform that provides social inf ormation to consumers. It
relies on mass communication theory for its development. In the process of using it, the user technol ogy collects
and forwards the content of interest or favorite compilations to the WeChat circle of friends and other social media,
which further expands the audience and allows f or real-time interaction and comments, which adds a social attribute
to short v ideos. In addition, the development of short video industry can also drive the development of related
industries. Since the development of short v ideo industry and game industry is well integrated, this study will focus
on the effect of short game v ideo on game user experience. In addition, the development of short video industry can
also drive the development of related industries. Therefore, this study will f ocus on the impact of short video games
on game user experience.

2.2.1. The Impact of Short Game Videos on Consumer Gaming Experience

As mentioned above, short video games can have an impact on the game industry, as well as on the gaming
experience of gamers. Specific influences can be divided into the usef ulness, usability, sociability, interactivity of
short videos and the influence of opinion leaders on game experie nce. Usefulness refers to the features of a product
that can meet user needs or help users solve certain problems. Su ch as b ooks, short video useful performance
enough through the sense of compatibility and emotional evoke a positive impact on the book purchase intention,
can dire ctly affect the user book purchase intention (Kui, Wang, & Liu, 2020). Compared with the introdu ction of
in-game virtual props in books and texts, short videos provide more viv id information of valuable game props f or

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players and users, allowing consumers to experience game-related products from a more immersive perspective,
thus generating good game experience and perceived value difference. Customer value, also known as cust omer
perceived value, refers to the difference between customers' perce ived evaluation of product benefits and product
costs. The cognition of the consumer determines whether he feels the sufficient value provided by the product or
service when he pays a certain price. If the customer doesn't t hink he's paying enough to match the effect of the
product he's getting, he'll regret the purchase (GeekTonight, 2022). According to the above literature, the following
hypotheses can be established in this study:
H1a. The serviceability of short video features positively affects consumers sense of pleasure on game experience.
H1b. The serviceability of short video features positively affects consumers emotional value difference.
Validity refers to the feature that a product can help users solve certain problems quickly and conveniently.
Chu found that usability of short videos positively affects the use of game items and consumers' purchase intention
(Chu, Liu, Li, & Lei, 2021). When players find the elements of the video presentation easy to understand and the
short video software easy to use, they are more likely to purchase virtual items in the relevant game. validity is a
core concept of usability. It includes all the user experience (UX) elements that relate to how easy it is for users to
learn, discover content, and do more with the design of product. In UX design, usability is the minimum
requirement for any successful product, but good usability alone does not guarantee market success. However, if a
business creates an interface that is easy to use, emotional design can be used to some extent to help users
understand the product better, and thus create a desire to buy (International Design Foundation, 2021). As
customers prefer websites which are easier to use, website usability is a quality factor and at the same time an
important antecedent of customer satisfaction during and after use. Website usability remains an important concept
or research and design, so far as websites are the most popular access point used by consumers to access e-services
(Dabrowsk i, 2014). Typical findings of relevant studies show that consumers' belief in perceived risk, perceived
usefulness, ease of use and trust in related network technologies affect online purchase intention. The research
above focuses on the factors that influence consumers' decision t o adopt online shopping, e ither in combination with
or as an alternative to traditional retail shopping. What is missing from this series of studies is the phenomenon of
interest in how the content of beliefs relates to human behavior (e.g., online shopping), rather than the belief in the
technology itself (e.g., perceived usefulness, ease of use) that influences intent and behavior (Girish, 2011). Since
short video is a new media inf ormation d issemination method with ease of use, the f ollowing assumptions can be
made in this study:
H2a. Validity has a positive effect on consumers sense of pleasure on game experience.
H2b. Validity has a positive effect on consumers emotional value difference.
Online gamers can form meaningful relationships with other gamers and change these relationships. Digital
games can create a social environment where people can make meaningful connections and form different
relationships, with male gamers tending to make friends in a gaming environment. Female gamers were more likely
to form relationships in realistic settings in realistic settings. On the other hand, accord ing to a qualitative study,
gamers were f ound to prefer to play in isolation for a few hours, putting their social relationships aside and playing
in isolation for a few hours, but they put their social relationships with friends and family aside in the gaming
environment (Jansz & Martens, 2005). They also reported that 80% of the 912 gamers preferred to play with their
friends. This proves that gamers prefer to play games with their friends and family, yet research in the same study
showed that only a quarter (26.3%) of the 912 gamers played online games with their family and real-life friends.
Family members and real-life friends play online games together. Playing games with family members may lead to
more cooperation and relatedness. On the other hand, in Peters and Malesky Jr (2008) study, it was found that
there were many gamers who l ooked for social relationships in the gaming environment. Gamers who seek out
social relationships in a gaming environment may have problems forming social relationships in real-life settings.
As a result, they may avoid face-to-face contact. In their research in their study of World of Warcraft gamers found

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that some gamers may have problems with rejection in the real world. rejection and as a result they tend to seek
social contact in a safer environment (Peters & Malesky Jr, 2008). Some researchers claim that personal traits play
an important role in gaming preferences and social interactions (Park, Song, & Teng, 2011; Sheeks & Birchmeier,
2007). Sheeks and Birchmeier (2007) support the idea that individuals who exhibit higher levels of shyness may
show "better friendship quality" with online friends. On the other hand, according to Park, 'agreeableness' and
'extraversion' are considered to be 'strong motivational predictors' of playing online games playing online games.
Extraversion is one of five core traits characterized by 'sociability', and 'talkativeness' (Jeng & Teng, 2008). Fang
and Zhu also support the idea that digital gamers with high extraversion scores will enjoy playing games that
require a l ot of social interaction. If people support that the games, they play offer opportunities for social
interaction. If people support that the games they play offer opportunities for social interaction, and if they value
these opportunities highly, then they will be motivated to play this type of game . Based on the above literature
survey, the following assumptions can be assumed:
H3a. Interactivity has a positive effect on consumers game experience.
H3b. Interactivity has a positive effect on consumers’ emotional difference.
H4a. Sociability has a positive effect on consumers game experience.
H4b. Sociability has a positive effect on consumers’ emotional difference.
Influence ability also called Opinion leadership is the ability of a person to informally shape the attitudes,
opinions, and public behavior of others. An opinion leader is a person who is able to change the attitudes, opinions
or behavior of his or her followers because of his or her ability (knowledge), personal traits or expertise. In the
business world, opinion leaders, also called opinion leaders, can attract consu mers to a good by marketing and
presenting that good, but also electronic virtual produ cts, su ch as v irtual props for games (Katz, 1957). However,
Gnambs and Batinic (2013) demonstrate that for an op inion leadership to have a real impact on his/her foll owers, it
is not enough to have competence or knowledge, they also show that the opinion leadership must also have specific
competencies and independent dominant personality traits such as an influencer (Gnambs & Batinic, 2013). For
today's society, people are becoming more and more knowledgeable and knowledge and competencies are b ecoming
less and less influential for today's consumers who want to promote their products through opinion leaders, the way
in which the promotion is d one and the message is expressed is becom ing more and more imp ortant, for example,
when a brand wants to promote its own produ cts, the number of followers or l ikes determines the influence, images,
comments or opinions one re ceives, anyone can With the freedom to post their opinions through different types of
word of mouth, such as reviews, recommendations and likes, anyone can become an opinion leader, even in cases
where they are not an expert (Turcotte, York, Irving, Scholl, & Pingree, 2015). Although this strategy has been
successful in terms of communication when launching new produ cts, this does not mean that actual sales revenue is
secured (Lin, Bruning, & Swarna, 2018). For the short video industry, the social aspect in video application s is the
perceived value of the benefits gained from communication between users through effective communica tion, such as
gaining re cognition from others (Zhang, Lu, & Xiang, 2017). In addition, Zhang, Tang, and Wang (2015) found
that the social attributes of sh ort videos allow professional organizations to have a personified image and be able to
express anthropomorphic messages, thus removing the psychological d istance between the user and the medium or
organization (Zhang et al., 2015).
Based on the above research survey literature, the following hypotheses can be assumed:
H5a. Influenceability has a positive effect on consumers game experience.
H5b. Influenceability has a positive effect on consumers’ emotional difference.

2.2.2. The Moderating Effect of Gaming Experience on University Students' Purchase of Virtual Gaming Products
The concept of the game experience encompasses not only the gameplay, but also the game itself and its
influences. It is the game itself, the way it is presented, its style, the interactions within the community, the nature

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of the community itself, and the way the game influences the player's understanding of other games, other media
and the rest of the world (Lynn, 2012). The game experience can be divided into two parts: user pleasure and user
perceived value difference. User pleasure is mainly su mmarized as the positive physiological and psychological
response of the user during the experience of the game, which has a positive effect on the organism and reacts to the
object itself. By contrast, object emotional differences describe the effect that differences in brain structure or
factors such as culture, upbringing and environment have on the perception of humans. Interindividual variability is
usually regarded as a source of noise for research. However, in recent years, it has become an interesting source to
study sensory mechanisms and understand human behavior (Abramson, Seligman, & Teasdale, 1978). In addition,
studies have shown that pleasure emphasizes the experience of emotional arousal when players or ordinary users
watch short videos, specifically in the form of novel content, interesting presentation, and plot, etc., which makes
users have a good immersion experience. Lavie argues that good aesthetic design is more likely to be liked by users
in an e-tailing environment and to enhance their emotional engagement (Lavie & Tractinsky, 2004). As opposed to
virtual products, positive emotions are directly proportional to the willingness to buy, which can be understood in
the field of short videos as the higher the player's pleasure after watching a video, the more likely he is to buy the
relevant game product (Hassanein & Head, 2007). Based on the above literature research, the hypothesis can be
assumed:
H6: Game experience has a positive moderating effect on the external stimulus promoting consumers t o buy game virtual
products.
H7: Consumer emotional value difference has a positive moderating effect on the external stimulus promoting consumers to
buy game virtual products Research model:

Figure 4. S-O-R research model.

Figure 4 illustrates the relationship between the effects of the elements using the S-O-R research model.

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3. METHODOLOGY
3.1. Research Methods
This thesis was conducted using a documentary research me thod, descriptive and interpretive research
methods. In addition, data needed for academic research was collected through data collection methods and the
design of a self-administered questionnaire. Regard ing this range of research methods, the d ocumentary research
and descriptive methods were able to describe the development of the short video industry in general and the
context of the research study. The collection of relevant data from the questionnaire was used t o test the validity of
a series of hypotheses made by reliability tests. A self-administered questionnaire was designed to collect the
opinions of people from all walks of l ife on the research and to understand the impact of short game videos on users'
willingness to purchase virtual products.
Through the analysis of the causal relationship between variables, the moderating effect of gaming experience
on the relationship between the independent and dependent variables is introduced. After clarifying what the
variables consist of, the paper then uses the SOR model to illustrate the influence of the independent variable, i.e.
the six external stimuli brought by the short game videos to consumers, on the dependent variable, i.e. consumers'
willingness to purchase v irtual products. Finally, by using data analysis software su ch as SPSS and Excel, the paper
draws conclusions and draws relevant insights and suggestions f or the development of the industry through the
analysis of data such as plausibility analysis, regression analysis, calculation of mean and variance respectively.

3.2. Research Design

3.2.1. Research Question
The purpose of this study is to examine the impact of external stimuli from short game videos on consumers'
purchase of virtual products in games, and to explore the moderating effect of a fact or such as the game experience
on consumers' purchase intentions. By classifying consumers by gender, age, education and occupation, the study
examines the response of different groups to this moderating effect.

3.2.2. Questionnaire Design

This questionnaire was designed in Chinese as the study population is Chinese consumers. This questionnaire
consists of three parts. The f irst part includes basic inf ormation about the respondent su ch as gender, age, education
and work to ensure a broad survey. The se cond part looks at consumers' investment in game top -ups to understand
consu mers' preferences for game genres and their spending power on game products. The third section introduces
external factors of short game videos to examine the impact of short game videos on consu mers' game top-ups and
uses a Likert scale to measure the intensity of consumers' willingness to t op-up games for d ifferent reasons. The
external factors can be divided into five aspects: serv iceability, sociability, validity, influence ability and
interactivity. Each aspect consisted of two to three questions, each represented on a Likert scale of 1 to 5. 1
represented complete disagreement with the topic, 2 represented slight disagreement with the topic, 3 represented a
tendency to agree with the topic, 4 represented a tendency to agree with the topic, and 5 represented complete
agreement with the topic. A Likert scale is a rating scale used to measure opinions, attitudes or behavior. It consists
of a statement, or a question followed by a number from 1-5 representing the scale. Respondents select the option
that best matches how they feel about the statement or question. As respondents are given a range of possible
answers, the Likert scale is well suited to capturing in a more subtle way the extent to which they agree with or feel
about the topic. However, Likert scales tend toward s response bias, using different scales b oth to explore
respondents' attitudes and to exclude the influence of extreme opin ions. Its common in survey research, as well as in
marketing, psychology or other social science fields (Bhandari, 2023).

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3.3. Measurement of Variables

3.3.1. Control Variables
The control variables were gender, education, age, and the amount of money spent on games per month. These
variables are other variables affecting consumers' purchase intention except short video external stimulus and game
experience. By listing the above variables of consumers separately, this study separates the relationship between
them, and the three variables studied in this subject, so as to reflect the relationship among the three more
accurately.

3.3.2. Independent and Moderating Variable

As independent variables, this study classif ies the impact of short game videos on users into five areas:
usefulness, ease of use, sociality, interactivity, and opinion leader influence. The specifics of these include whether
the content of the short video play provides players with useful information about the game and whether the short
video is promoted in a simple and clear manner. The st imulus of short game video can guarantee the users
understanding of game application. According to the relevant media investigator (Yi, 2021) there are two main
types of short game videos, one is the short video with editing and background mus ic, without the assistance of
tournament commentary, this kind of short video is mainly for the group of gamers who have certain gaming
experience and can understand the background of the game, they can understand the content of the short video
through simple picture display. The other type of short v ideo is one that directly captures clips from the game, adds
titles and keywords and then publishes them d irectly on the short video platform. This type of short video of
tournament highlights is mainly aimed at game enthusiasts and light gamers, who understand the content of the
short video through the game commentary and the title of the short video. It is characterized by its direct content,
strong distribution and updates that are constantly updated as the tournament progresses (Yi, 2021).

3.3.3. Dependent Variables

For the dependent variable, this study takes on the size of the consumer's willingness to top up the game. To
facilitate the respondents' understanding of the variables, the dependent variable is divided into the gamers' lik ing
for short game videos and their willingness to purchase in-game virtual products including game coins and game
skins.

3.4. Data Collection and Analysis Methods

The population surveyed is d ivided into specialist, undergraduate, master and doct oral students according to
their education level. Respondents were classified according to their job nature and included respondents from the
management industry, chemical industry, electronic technol ogy industry and other industries. The questionnaire
can be filled out online in real time, and the survey is extensive and convenient. However, some invalid data is
generated in the process of data collection, which can be filtered out by the spss20.0 data processor. The data
analyzer was also used to conduct reliability tests, factor analysis, correlation analysis and regression analysis f or
this study to test and compare the data, which helped to draw conclusions and analyze the findings. A total of 226
questionnaires were returned, of which 20 were invalid, including respondents who did not fill out the
questionnaire well, respondents who f illed out the inf ormation too similarly, and respondents who may not have
understood the meaning of the relevant questions and options well. The validity of the quest ionnaire is 91.1%.

4. FINDINGS
4.1. Descriptive Statistics
In the sample, there are 226 questionnaires collected from game consu mers. However, 20 questionnaires are
invalid, there are 206 questionnaires can reflect the condition of game consumers’ attitude of game short video and

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

game consumption. Among them, Male accounts for 44.2% while Female accounts for 55.8 %. The number of male
consu mers is 91 and the number of female consumers is 115. From the statistics collected from different area in
China, it can reflect that Female consumers are a l ittle more than the Male consu mers, most of them are over 30
years old while some of them are between 20-24 years old, ranking as the se cond largest groups among these
consu mers. As for the academic education level, the undergraduate accounts for 57.3% with the number of 118, the
junior college accounts for 30.6% with the number of 63, this number is 20% lower than the undergraduate
consu mers. Among those respondents, 65 people were in the business and management or statistics se ctor,
accounting for 31.6% of the total, while 17 people were in the electronic technology se ctor and 10 were in the
chemical industry. There were also 114 people in other professions, accounting for the largest proportion of the
total, at 55.3%. When it comes to respondents' opinions on game consumption and on short game videos, the
situation has little to do with respondents' education and job occupation. Accord ing t o the survey, although most of
the respondents have more than f our years of ga ming experience, accounting for 45.1% of the total number of
respondents, this group still has a conservative concept of game top-ups, with 63.6% of respondents whose average
monthly top-ups do not exceed 100 Yuan, higher than those who spend more than 100 Yuan per month by about
27%. Besides, the weekly gaming time of those surveyed was mainly concentrated in less than one hour, f ollowed
mostly by those who had more than five hours of gaming experience per week. In addition, 47.1% of the
respondents liked design and cultivation games and 21.8% liked MOBA games, ranking in the top t wo of all games,
in addition to racing games and shoot ing games. To understand and study the impact of short game videos on
gaming consumer behavior it is necessary to identify consumers' motivations for spending money on games and
consu mers' perceptions of whether short game videos promote gamers to spend more money on games. Accord ing
to the survey results, about 52.4% of the 108 consumers spend money on games just for relaxation and pleasure.
The reason for 74 consumers to spend money on games is to enhance their strength in the game and to have a
better gaming experience, which is about 35.9%.
Table 1 presents the descriptive statistics analysis results.

Table 1. Descriptive statistics analysis results.

Valid Gender Frequency Percent Valid percent Cumulative percent

Male 91 44.2 44.2 44.2

Female 115 55.8 55.8 100
Total 206 100 100
Valid Age
Within 20 years old 20 9.7 9.7 9.7
20-24 years old 77 37.4 37.4 47.1
25-30 years old 24 11.7 11.7 58.7
over 30 years old 85 41.3 41.3 100
Total 206 100 100
Valid Education level
Junior college 63 30.6 30.6 30.6
Undergraduate 118 57.3 57.3 87.9
Postgraduate 21 10.2 10.2 98.1
Doctorate 4 1.9 1.9 100
Total 206 100 100
Valid Monthly/Quarterly spending within handheld/Endgame
50-100 Yuan 131 63.6 63.6 63.6
100-300 Yuan 36 17.5 17.5 81.1
300-500 Yuan 13 6.3 6.3 87.4
over 500 Yuan 26 12.6 12.6 100
Total 206 100 100
Valid Career
Management or 65 31.6 31.6 31.6

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

Valid Gender Frequency Percent Valid percent Cumulative percent

Male 91 44.2 44.2 44.2

Female 115 55.8 55.8 100
Total 206 100 100
statistics
Electronic technol ogy 17 8.3 8.3 39.8
industry
Major in chemistry or 10 4.9 4.9 44.7
physics
Others 114 55.3 55.3 100
Total 206 100 100
Valid Game experience time length
Within 1 years 55 26.7 26.7 26.7
Within 2 years 30 14.6 14.6 41.3
3-4 years 28 13.6 13.6 54.9
Over 4 years 93 45.1 45.1 100
Total 206 100 100
Valid Game experience time per week
Within 1 hour 72 35 35 35
1-3 hours 43 20.9 20.9 55.8
3-5 hours 25 12.1 12.1 68
Over 5 hours 66 32 32 100
Total 206 100 100
Valid Consumers game preference
Design formative 97 47.1 47.1 47.1
games
Shooting games 40 19.4 19.4 66.5
MOBA games 45 21.8 21.8 88.3
Speeding games 24 11.7 11.7 100
Total 206 100 100
Valid The reason of game consumption
Enhance personal 74 35.9 35.9 35.9
strength in the game,
get better game
experience
Show their financial 11 5.3 5.3 41.3
resources to attract
more game friends
Gain a sense of 13 6.3 6.3 47.6
identity in the virtual
game world
Other reasons may 108 52.4 52.4 100
be just to relax
Total 206 100 100
The influence of short game video games on consumers purchase intention of game virtual
Valid products
Very small 79 38.3 38.3 38.3
Small 33 16 16 54.4
Normal 67 32.5 32.5 86.9
Great 27 13.1 13.1 100
Total 206 100 100

Through the analysis of mean data, it can be seen that there are more women surveyed, and most of the
respondents are between 25 and 30 years old, and their education level is mainly concentrated in the undergrad uate
stage. The mean data of the above three items are 1.56, 2.84 and 1.83 respectively. On average, respondents spent
about 100-150 yuan per month on games, but those who spent less than 50 yuan spent the most. Among them,
there is a large base of people with 3-4 years of gaming experience. This group of people has about 2 hours of
gaming time per week on average, so they can be identified as preliminary game enthusiasts. Over the past few

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years, gaming has grown to become one of the largest entertainment media in the world, surpassing b ooks and
music, and it is expected to continue to grow in the coming years (Penn, 2021). The mean values of the above two
items are 2.77 and 2.41, respectively. Last but not least, consu mers are influenced by short video of games to
recharge their accounts. Firstly, among 226 respondents, the most popular type of game is game of design and
development, and consumers buy virtual products of games f or the purpose of relaxation and better game
experience. The number of respondents who think that new media such as short game videos have an influence on
the purchase of game virtual products is the largest, but not large. However, due to the deviation degree of the
answers to the above three questions, it can be believed that consumers of different groups have different views on
the influence of new media industry on the development of game virtual products.
Table 2 presents the descriptive and eigenvalue result analysis.

Table 2. Descriptive and eigenvalue result analysis.

Std.
N Minimum Maximum Mean
Variables Std. error deviation
statistic statistic statistic statistic
Statistic
Gender 206 1 2 1.56 0.035 0.498
Age 206 1 4 2.84 0.075 1.075
Education level 206 1 4 1.83 0.047 0.679
Monthly consumption 206 1 4 1.68 0.073 1.052
in game app
Careers 206 1 4 2.84 0.096 1.372
Game experience length 206 1 4 2.77 0.089 1.273
Game playing time per week 206 1 4 2.41 0.088 1.261
Game consumption 1.98 0.075 1.077
206 1 4
categories preference
Game consumption reason 206 1 4 2.75 0.098 1.401
The influence of short 2.2 0.076 1.094
game video on game 206 1 4
consumption

4.2. Reliability and Validity Test

The same SPSS version 20 software was used to process the data for the reliability and validity analysis of this
study. The Cronbach's alpha coefficient for the entire survey is 0.958, as can be seen in Table 4-3, which explores
the impact of short game videos on game top-ups, and thus on consu mer purchases of game products, in f ive
dimensions. According to the analysis of the relevant de novo study, after the questionnaire data has been processed
by the data model, a Cronbach alpha coefficient higher than 0.7 is more appropriate, and if higher than 0.8 the data
processing effect is superior (Collins, 2007). Therefore, as the overall Cl onbach's alpha for this questionnaire is
0.958, this questionnaire is true and valid. Regarding the validity analysis, because of the extensive literature
corroboration conducted in the conduct of this study, which has been analyzed by sufficient experts and scholars on
the feasibility of this study, the research study on the effect of short game videos on consumers' purchase of virtual
products of games is reliable and valid. According to relevant studies, the variance for a data set is denoted by the
symbol σ2. For population data, its f ormula is equal to the su m of squared d ifferences of data entries from the mean
divided by the number of entries. While for sample data, it should divide the numerator value by the difference
between the number of entries and unity (Jatinxcx, 2022). The smaller the variance of a set of data, the less discrete
they are. Within the same set of questions in a questionnaire, the lower the variance of the Cronbach alphas, the less
divergent the respondents' opinions on the set of questions and the more scientific and generalizable the conclusions
drawn. Conversely, a larger variance in a set of data ind icates a higher degree of d ispersion and a greater number of
respondents with different views on an issue. The process of research on related topics requires further study and
research. Furthermore, accord ing to the credibil ity analysis of the study, the degree of credibility can be measured

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

based on the magnitude of the sig value. At a 95% conf idence level, the sig result obtained for each age group of
consu mers is 0.0001, which is less than the typical value of 0.05 for an implausible interval (Carmona, 2009).
Therefore, this research study is valid.

Table 3. The validity test and analysis of the research.

Factor Item Cronbach’s α Total
Cronbach’s
α
Validity V1 0.851 0.886
V2 0.863
V3 0.602
V4 0.884
Serviceability S1 0.772 0.866
S2 0.882
S3 0.554
S4 0.836
Sociability S1' 0.532 0.876
S2' 0.771
S3' 0.874
S4' 0.884
S5' 0.779
Interactivity I1 0.651 0.843
I2 0.742
I3 0.883
I4 0.746
Influenceability I1’ 0.884 0.837
I2’ 0.863
I3’ 0.598
I4’ 0.675

Table 4. ANOVA test and analysis of the research

ANOVA with Tukey's test for non additivity.
Variables Sum of squares df Mean square F Sig.
Between people 4296.875 205 20.96
Within people Between items 715.749 19 37.671 42.688 0.000
Residual No additivity 311.460a 1 311.46 388.006 0.000
Balance 3125.791 3894 0.803
Total 3437.251 3895 0.882
Total 4153 3914 1.061
Total 8449.875 4119 2.051

4.3. Correlation Analysis

The correlation coefficient Pearson correlation coefficient was u sed in this study to analyze the correlation
between the variables. In Tables 4-5 the correlation coefficients focusing on the impact of d ifferent characteristics of
short videos on consu mers' willingness to purchase virtual products for games are shown for the whole sampl e.
From the table, it can be concluded that the Pearson correlation coefficient has a small percentage of coefficients
above 0.5 and some coefficients above 0.5. This proves that the correlation between the variables validity and
serviceability is not high. In contrast, the correlation coefficients for influenceability and interactivity are higher
than the previous two, demonstrating that the characteristics of opinion leadership and interactivity have a greater
impact on consumers' willingness to purchase virtual products. The ir correlation coefficients are 0.742 and 0.7 03
respectively, which are strongly correlated. In addition, as each variable is correlated with the research topic,
further regression analysis can be conducted.

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

Table 5. The correlation coefficient analysis of the research correlations analysis.

Variable G A EL MC C GEL GCP NMI V
G 1
206
A 0.044 1
0.263
EL -0.101 -0.343** 1
0.074 0
MC -0.281** -0.044 0.274** 1
0 0.264 0
C -0.033 0.383** -0.207** 0.001 1
0.32 0 0.001 0.492
GEL -0.198** -0.279** 0.408** 0.284** -0.113 1
0.002 0 0 0 0.053
GCP -0.243** -0.007 0.169** 0.188** 0.018 0.1 1
0 0.461 0.008 0.003 0.4 0.077
NMI -0.129* -0.093 0.321** 0.328** -0.131* 0.244** 0.248** 1
0.032 0.091 0 0 0.03 0 0
V 0.058 -0.155* 0.294** 0.202** -0.06 0.337** 0.066 0.502** 1
0.203 0.013 0 0.002 0.197 0 0.173 0
Note: G gender, MC mon thly consumption, EI educational level, C careers I1 in teractivity, V validity, G EL game experience length, GCP game
categories preference, NMI new media influence.
* and ** and indicate that the regression coefficients are significant at confidence levels of 1%, and 5% respectively.

Table 5. Continue….
Variable S1 V x S1 S2 I1 I1 x S1 I2 I2 x S2
S1 1
V x S1 0.710** 1
0
S2 0.619** 0.641** 1
0 0
I1 0.608** 0.657** 0.697** 1
0 0 0
I1 x S1 0.652** 0.742** 0.682** 0.742** 1
0 0 0 0
I2 0.564** 0.591** 0.507** 0.564** 0.473** 1
0 0 0 0 0 0
Note: I1 interactivity, S1 serviceability, S2 sociability, V validity, I2 influenceability.
** indicate that the regression coefficients ar e significant at confidence levels of 5% respectively.

4.4. Regression Analysis

The regression analysis of the differences in the gaming experience and perceived v alue of the virtual product
consu mers who are influenced by the short gaming videos and hence the different gaming experience is shown in
Table 4-6. From the results of the study, all of its confidence level sig values are around 0.0001, which is much
smaller than the confidence period of 0.05, so this regression analysis is valid. In addition, all the Durbin-Watson
values are between 2 and 4, then it proves that there is a positive relationship between the two variables (Zach,
2021). Again, since all the Durbin-Watson values are less than 1, it shows that the model construction is reasonable.
From the linear regression analysis, the beta values for Validity and serviceability were 0.04, 0.101, 0.135, and 0.032
for gender, education level, occupation, and average monthly gaming commitment respectively, all showing weak
positive correlations. A weak inverse correlation was f ound with the age of the resp ondent. (β=-0.101<0,
p=0.313>0.05) Therefore, the one factor of monthly consumption cannot be validated, the remaining factors of H1a,
H1b, H2a, and H2b cannot be validated, proving that the effectiveness and ease of use of short game videos can
positively influence the purchase intention of game consu mers. In contrast, the β coefficients between Sociability
and interactivity and gender, education level, average monthly game consumption and occupation are all positive,
while only age has a β = -0.228, indicating that the older the respondent is, the less signif icant the social interaction
experience with short game videos is. Also, since p=0.000<0.001 for the whole group, it is p ossible to obtain that
the four hypotheses of H3a, H3b, H4a, and H4b are valid, but the positive correlation between the characteristics of

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

sociality and interactivity and the variables of gender, education level, and occupation of the respondents is weak.
Finally, regarding the influence of opinion leaders on consumers' purchase of v irtual gaming products. Beta values
of this item show that the coefficients of education level and average monthly gaming investment level are positive
at β=0.173 and β=0.112 respectively, proving that people with higher education level and higher average monthly
income re cognize the role of opinion leaders in the field of short video, and these two factors are positively
correlated. In addition, the older the respondents are, the less likely they tend to recognize the meaning of the term
opinion leader or to agree that opinion leaders had a positive effect on their willingness to game consu mption.
Likewise, the moderating effect of external agents is equally important, with differences in consumers' gaming
experiences and perce ived value having an impact on their willingness to consume games. According to the
analysis, consumers' age β = -0.146, indicating that this item is negatively related to consumers' willingness to top
up their game. It is alleged by the surveys that players' willingness to buy virtual products for games is influenced
by factors such as age (Girish, 2013). Teenagers, being more sensitive to external stimuli, are prone to t he problem
of large differences in perceived value and will be more l ikely to be willing to purchase in pursuit of a gaming
experience. Conversely, as they grow older, mature adult consumers will we igh more factors, thus reducing the
impact of perceived value differences on their emotions and purchasing virtual gaming products more rationally to
gain a better gaming experience. Thus, the Durbin-Watson figure of this group is 2.019 and 1.980. The sig number
p=0.12>0.05, p=0.000<0.01. From the result, it can be concluded that this part of Regression Analysis is valid and
the organism factor moderating effect do have an influence on the consu mers’ game purchase intention. H5a, H5b
are not supported while H6 H7 are supported.

Table 6. Regression analysis and hypothesis test of the research.

Analyse β t p VIF R2 F DW
Control variables
MC 0.135 1.811 <0.001 1.375 0.049 2.049 2.154
Gender 0.04 0.053 <0.001 1.375
H1& H2
Gender 0.112 0.553 0.581 1.431 0.025 6.347 2.051
S& V 0.032 0.473 0.313 1.321
MC 0.18 1.811 0.072 1.561
EI 0.208 1.311 0.191 1.342
C 0.032 0.42 0.675 1.247
H3 & H4
Gender 0.181 0.925 0.003 2.423 0.137 7.674 2.02
S& I 0.232 -0.3059 0.001* 1.375
MC 0.159 1.666 0.047 1.456
EI 0.398 2.609 0.005 3.159
C 0.026 0.356 0.001* 1.414
H5
Gender -0.07 -0.352 0.725 1.413 0.116 5.259 2.019
I & PI 0.154 0.328 0.12 1.472
MC 0.152 1.56 0.763 1.523
EI 0.364 2.336 0.543 1.423
C -0.413 -0.302 0.6 1.321
H6 & H7
Gender 0.078 0.201 0.000 1.432 0.451 14.062*** 1.980
MC 0.289 0.157 0.001 1.234
EI 0.266 0.232 0.000 1.527
C 0.032 0.132 0.013 1.423
SV x SI -0.254 0.432 0.543 1.432
SV x PI 0.054 1.324 -0.542 1.405
SI x PI 0.642 2.102 0.642 1.832
Supported H3a H3b H4a H4b H6 H7
Not supported H1a H1B H2a H2b H5a H5b
Note: G Gender, M Male, F Female, MC Monthly consumption, EI Educational level, C Careers, I1 Interactivity, S1 Serviceability, S2 Sociability, V Validity, I2
Influenceability, PI Purchase intension, GEL Game experience length, GCP Game categories preference, NMI New media influence
*** indicate that the regression coefficients are significant at confidence levels of 10%, respectively.

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5. DISCUSSION, IMPLICATIONS AND CONCLUSION

5.1. Discussion of Findings
This study examines both theoretically and empirically the impact of short gaming videos on mass consu mers
‘willingness to purchase virtual props for games, and investigates the moderating effect based on the gaming
experience. The impact of short game videos can be summarized into five main characteristics, they are Valid ity,
Serviceability, Interactivity, Sociability and Influenceability. Firstly, for both Validity and Serviceability, both in
terms of age, gender and education level, it can be concluded that the richer the content of the video game and the
easier the software client is to use, the more it will attract users' attention to the game and thus increase their top-
ups. For example, while playing a game, players will also pay attention to the content of short videos relate d to that
game. Players tend to choose short video platforms that have detailed game content to use (Phan, Keebler, &
Chaparro, 2016). If the short video platform can simplify the access to information for players and g ive the short
video software a more simplified operation, then it will better attract users to use short v ideo t o attach the releva nt
game information. The above study is consistent with the previous hypothesis that the two characteristics of short
game videos, Validity and Serviceability, can facilitate consumers' purchase of virtual products of games.
Secondly, for the two aspects of Interactivity and Sociability, resp ondents under the age of 30 f ocused more on
short game videos and the opportunity to build social relationships within the game, while respondents over the age
of 30 did not tend to be influenced by sociality and interactivity to purchase game virtual produ cts. This shows that
the influence of sociality and interactiv ity on consumers is d iminishing with age. In contrast, as the level of
education of the respondents continues to increase, their demand for social and interactive features of games
increases. According to the survey that the higher educational level they have, the less they are ne gatively affected
by gaming and the more opportunities it gives them to make friends, and the more educated people focus on the
social aspect of new media and the gaming industry (Weber, Katharina, Jacob, Chelsea, & Christian, 2020). The
more educated respondents generally have more capital at their disposal, and among them are the gaming
enthusiasts who make more purchases of virtual gaming products. Howev er, unlike other consumers, this group has
different motivations f or purchasing, not only to get a better gaming experience, but also t o use new media
platforms such as gaming to build a broader social network for themselves.
Thirdly, regard ing the aspect of opinion leaders, based on previ ous research, u sers over 30 have developed a
more comprehensive social experience and have developed a more rational consu mer mindset. Therefore, they do
not pay much attention to the opinions of short video producers such as game anchors when it comes to the
purchase of virtual products. However, workers in the management industry and highly educated workers do pay
attention to the opinions of authoritative game video makers before purchasing the virtual products they want. In
addition, the mediating moderating effect of game consumers' game experience and ind ividual perception differences
is more significant. This study found that 35.9% of respondents enhanced their position within the virtual game in
order to have a better gaming experience, and 52.9% relaxed because of a good gaming experience. According to
some studies, perceived value differences exist in individuals' perceptions of the objects, as evidenced by changes in
their emotions before and after their experience of the same object (Cui, Li, & Zhang, 2022). This difference is also
evident in the behavior of consumers towards topping up the ir games, with 51.6% of resp ondents to the study
indicating that they would be willing to top up their games after having had a good experience. The d ifference in
perceived value between a good experience and a good game experience is a factor that will encourage them to
continue to purchase virtual products in the future, and this will prov ide a basis for an increased willingness to
recharge.

5.2. Theory Implications

Explored from a theoretical perspective, this study has four main insights:

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 Journal of Asian Business Strategy, 2024, 14(1): 39-60

(1) This study demonstrates that there is a positive or negative relationship between the five characteristics of
short game vide os and consumers' willingness to purchase virtual products in games. Two of the characteristics,
usability and availability, are positively correlated with the willingness to p urchase, regardless of the age and
education level of the consumers. Sociality, interactivity and opinion leadership are not signif icantly correlated with
purchase intentions, but still have an impact on the purchase intentions of younger consumers under the age of 30.
(2) In this study, the effects of short video games were segmented into five major features, namely Validity,
Serviceability, Interactivity, Sociability and Influenceability. Compared with previous studies on short video
industry, the paper describes its influence on the game industry in more detail, and explores its influence on
consu mers' willingness to buy game virtual products. It innovatively constru cts relevant theoretical models and
draws relatively scientific conclusions with the help of data processing software.
(3) The results of this study show that the influence of short game videos has a relative influence on consumers'
purchase of virtual items in games. However, the research results also prove that the influence of short v ideo on
game influenceability is not signif icant on consumers' willingness to purchase virtual items in games, and even has a
negative correlation with the increasing age of respondents. However, from the perspective of educati on level,
opinions expressed by opinion leaders in short v ideos have a positive correlation with consu mers' purchase of game
virtual products.
(4) According t o the results of this study, consumers' game experience and individual perception differences
have a moderating effect on consumers' willingness to buy game virtual products.
This finding can also be supported by some previous research. It is alleged by relevant psychologists that a
sense of achievement is an important factor that can satisfy their competence needs. A sense of achievement is a
strong positive feeling that can be obtained during the playing of a video game, and wh en users experience a sense
of self-efficacy, their needs can be satisfied and the desire to consume can be created (Skhirtladze, Van Petegem,
Javakhishvili, Schwartz, & Luyckx, 2019). The survey also points out that the perceived difference in value that can
create a psychological gap in playing video games can lead to a desire to challenge oneself, and that players are
more likely to increase their spending on games in order to improve their strength in the game. However, this
type of consumption is more likely to be seen in teenagers, with adult consu mers being more rational and
restrained (Ratan & Sah, 2015). This study concludes that teenage consumers are more likely to purchase virtual
products based on the moderating effect of game experience and perceived value differences.

5.3. Practical Implications

In addition to the f our theoretical implications mentioned above, this study also has very important practical
implications. Firstly, the rapid development of technology in today's society has led to a change in the way people
work and play in their daily lives from previous eras. The new media that has developed in the Internet era is an
industry worth studying. The amount of money spent on it by consumers is countable, and young consumers in
particular are very willing to buy it. Secondly, by studying consumers' gaming experience, that is, the experience of
using v irtual products, and ind ividual perception d ifferences which is a kind of con sumer psychology, this study can
provide new development ideas for the new media industry and the gaming industry, help and promote their
innovation, enhance their research and development capabilities, and promote industrial transformation to better
meet the market demand. Furthermore, this study, through the study of the short video industry as an example,
divide its characteristics int o five major aspects, which can provide consumers with a new understand ing of the
nature of the short video industry, as well as adding their own judgement to the opinions expressed by the relevant
anchors, thus forming a more rational concept of consumption. It can also provide suggestions for the relevant
regulatory authorities to manage online platforms, remove unnecessary and redundant content, clean up cyberspace
and raise the moral standards of society. Based on a series of literature studies, the data analysis results of this study
can suggest three effective suggestions for the new media industry, game industry and ga me consumers. First, for

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the short video industry, the novelty and comprehensiveness of the content is important to promote its
development. In order to occupy more market share, the content of game segment videos should meet the needs of
consu mers and cover a wide enough area to attract more vie wers, given the rapid development of the Internet in
modern society and the variety of online games. In addition, short video software developers can classify different
games according to their genres to facil itate consumers to find their favorite content and reduce the tedious search
process for a better using experience.
For the game industry, game developers should focus on developing team-based game models. It has been
proved that playing in a team can stimulate players' sense of teamwork and responsibility. When comparing with
single-player games, it can be found that these players pay more attention to improving their own strengths in the
game, and they will be more willing to buy virtual products in the game. Similarly, the development of game
industry should also pay attention to the importance of communication, which should not be li mited to the
communication between players within the game. This kind of communication should not only be limited to the
communication between players within the game, but also the exchange of experience between variou s games, so
that they can learn from each other the strengths of different kinds of games and turn them into their own u se. This
kind of communication should be based on the premise of not hurting the interests of each game company, which
will not only bring different experiences to game players, but also promote the prosperous development of this
industry.
Finally, for game consumers, game players should consume game virtual products rationally and should not
produce addiction psychol ogy. Game virtual products have the same properties as other commodities, but they are
not necessities of l ife, so they should buy game virtual products within the cond ition of their own economic
strength. In addition, consu mers should have the ability to rationally analyze the works of variou s game bloggers
and short video makers, and make purchase decisions after fully referring to the opinions of opinion leaders in the
industry.

6. CONCLUSION
6.1. Conclusions
The purpose of this study is to study the influence of short video features on consumers' willingness to buy
game virtual products, and the moderating effect of external stimuli su ch as consu mers' differences in game
experience and perceived value on their willingness to buy game virtual products. Through a series of literature
research and relevant data analysis and processing, this study conf irms that some features of short game vide os will
not have a significant impact on consumers' purchase behavior, but most features will lead consumers to consume
games. Features su ch as Validity and Serviceability, Interactivity, and Sociability are positively correlated with
consu mers' willingness on consu mption, but Influenceability is not significantly correlated with consumers'
willingness to buy. In addition, the game experience of consu mers has a significant moderating effect, and the
perceived value difference also has an important impact on their purchase behavior. When consu mers' perceived
value difference is positive, consumers' game experience can promote their purchase of game virtual products.
When the perceived value difference is negative, it will reduce the willingness of consu mers t o purchase game
virtual products.

6.2. Limitations and Suggestions

This research also has some limitations that may mislead the find ings. Firstly, this study adopts online dat a
collection method, and respondents may be limited by their own knowledge level and cognitive ability to
understand the options of certain questions in the questionnaire, thus causing the survey results to re ceive the
influence of personal subjective cognitive errors. Secondly, this study only applies to the influence of the new media
industry of game short video industry and game industry on consu mers' willingness to purchase, and only studies

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© 2024 AESS Publications. All Rights Reserved.
 Journal of Asian Business Strategy, 2024, 14(1): 39-60

consu mers' personal willingness to purchase virtual products of games and does not involve the study of willingness
to purchase other products. The find ings of this study do not necessarily ap ply to commod ities such as daily
necessities, electronic products, clothing, and apparel.

Funding: This study received no specific financial support.

Institutional Review Board Statement: The Ethical Committee of Surrey International Institute, China
has granted approval for this study on 7 May 2023 (Ref. No. 2114).
Transparency: The authors state that the manuscript is honest, truthful, and transparent, that no key
aspects of the investigation have been omitted, and that any differences from the study as planned have been
clarified. This study followed all writing ethics.
Competing Interests: The authors declare that they have no competing interests.
Authors’ Contributions: All authors contributed equally to the conception and design of the study. All
authors have read and agreed to the published version of the manuscript.

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