Analysis on The Effectiveness of VR Exclusive Games on Customers' Purchase Intention

Abstract

Since the "first year of VR" was launched in 2016, Virtual Reality (VR) related industries had high hopes of development, but so far, VR-exclusive games have not sold well and failed to expand the market. The study aimed to explore the aspects of VR exclusivity that affect consumers' purchase intention. This paper will analyze customers' purchase intention for VR-exclusive games based on the Marketing Mixed theory (4Ps Theory). The conclusion of this study is that product experience will affect customers' purchase intention. The high additional cost of the product will reduce the customer's purchase intention. Diversified promotion methods will increase customers' purchase intention. A single sales platform will reduce consumers' willingness to buy. This article will give suggestions to VR game companies from various aspects: enhance the user experience, optimize the performance of the game to adapt to more models, adopt diversified publicity methods and choose multiple channels for sales.