The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization

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tahmasebi aghbelaghi darush; ABEDINI ALI

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Journal Paper

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Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:39 Page(s): 81-95

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Information Journal Paper

Title

The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization

Author(s)

tahmasebi aghbelaghi darush | ABEDINI ALI | Issue Writer Certificate

Keywords

marketing mixQ2

computer gamesQ1

the willingness to buyQ2

culturalizationQ2

Abstract

Given the widespread market and growing demand in the gaming industry in the country, there are great potential for investment and profitability in this sector against investors and owners of capital. The purpose of the present study was to determine the relationship between the marketing of computer games and the desire to purchase with the mediating role of cultural development. This is a correlation study and a questionnaire was used to collect data. Experts, academic professors and expert experts confirmed its content validity. The reliability of the instrument was calculated at an appropriate level by calculating the Cronbach's alpha. A sample of 400 citizens in Tehran's sixth district formed a sample of this study. Sampling method was available in this study. The findings of the study, after analyzing the path, showed that the marketing of computer games had an effect on culture as well as culturalization, but marketing of computer games had no effect on the willingness to buy.

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APA: Copy

tahmasebi aghbelaghi, darush, & ABEDINI, ALI. (2018). The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization. JOURNAL OF MARKETING MANAGEMENT, 13(39 ), 81-95. SID. https://sid.ir/paper/218895/en

Vancouver: Copy

tahmasebi aghbelaghi darush, ABEDINI ALI. The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(39 ):81-95. Available from: https://sid.ir/paper/218895/en

IEEE: Copy

darush tahmasebi aghbelaghi, and ALI ABEDINI, “The relationship between the marketing of computer games and the willingness to buy with the mediating role of culturalization,” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 39 , pp. 81–95, 2018, [Online]. Available: https://sid.ir/paper/218895/en

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