Research On The Influencing Factors Of Consumer Immersion Experience In Inference Social Game Script Killing

In 2016,while the variety show "Star Detective" launched by mgtv.com became a popular IP,the popularity and discussion of "script killing" also increased day by day.With the development of various online and offline "script killing" presentation forms and script content,more and more consumers love and are willing to try this game where "socialization" and "reasoning" coexist,and there are more and more brands Began to try to combine script killing for brand communication,which shows great commercial value and research value.In 1975,the American psychologist Csikszentmihalyi proposed the concept of immersion theory,after which many scholars began to conduct related research based on scenarios such as human-computer interaction,teaching,cultural tourism,and sports.As a refined branch of the immersion industry,the current academic research on script killing focuses on the analysis of script text or related scene designs,and more development suggestions are given from the perspective of platforms or industries.There is less research on consumers.Why the immersive experience came,how it was affected,and what role it played have not been explored.Based on this background,this paper takes script killing consumers as the research object,combined with the theoretical model of immersion,analyzes the factors that affect consumers’ immersion experience,and understands the consumption motivation of script killing consumers,so as to provide understanding for the development of script killing and consumer preferences in the immersion industry Model.Based on the academic research of previous scholars and the research reports of the industry,in-depth interviews and other exploratory research,the scope of this research is selected as the offline desktop script killing with the largest number of participants and the widest distribution.In the research,the development process,basic definition,classification and characteristics of script killing were clarified;the four intrinsic motivations(social,escape,fantasy,and entertainment)of script killing consumer consumption and four external factors related to script killing experience design were explored.Influencing factors(DM settings,store experience,content quality,mechanism settings),and built a research model on the influencing factors and after-effects of script-killing consumer immersion experience,to further explore the psychology and behavior of consumers after script-killing immersion experience.This study supplements the empirical research on the subdivision of the immersive industry of script killing.The results show that the intrinsic motivation of script killing consumers promotes consumer immersion experience,and social motivation is the strongest correlation;the better the experience design of script killing,the better the consumption.The more immersive the user experience is,the content quality has the strongest correlation;the better the immersive experience of script killing,the higher the consumer satisfaction,and the stronger the extended behavior intentions such as re-consumption and word-of-mouth communication.Finally,this paper expands the practical value of script killing in marketing,and brings some enlightenment to the brand’s marketing strategy combined with the research conclusions.