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[1]方凌智,杨 恒,黄博文.《黑神话:悟空》的“得”与“失”:基于混合研究法的电子游戏产品口碑营销行为分析[J].未来传播(浙江传媒学院学报),2024,(06):80-89.
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《黑神话:悟空》的“得”与“失”:基于混合研究法的电子游戏产品口碑营销行为分析()
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《未来传播》(浙江传媒学院学报)[ISSN:2096-8418/CN:33-1334/G2]

卷:
期数:
2024年06期
页码:
80-89
栏目:
游戏产业
出版日期:
2024-12-20

文章信息/Info

Title:
-
文章编号:
2096-8418(2024)06-0080-10
作者:
方凌智12杨 恒3黄博文4
(1.浙江传媒学院浙江省社会治理与传播创新研究院,浙江杭州310018; 2. 复旦大学东方管理研究院,上海200433; 3.上海大学新闻传播学院,上海200433; 4.每日经济新闻品牌价值研究院,四川成都610000)
Author(s):
-
关键词:
《黑神话:悟空》 口碑营销行为 用户感情 用户行为 混合研究法
分类号:
F274
DOI:
-
文献标志码:
A
摘要:
电子游戏产业是数字经济产业中最具成长性的部分,也是新质生产力的典型代表。如何提升用户对电子游戏的游玩体验,进而促进数字经济发展是当下社会的重要议题。然而,随着《黑神话:悟空》的爆火,我们发现大量的口碑营销行为虽然能让产品一夜成名,却不能改进用户的使用行为,丰富用户的体验。因此,完全基于口碑营销产生的爆款,并不能延续产品的使用寿命。综上所述,电子游戏的口碑营销行为是有“得”和“失”的,进而本研究采用混合研究法对这个问题进行了具体剖析。其一,对《黑神话:悟空》进行单案例研究,发现用户情感推动了口碑传播,进而塑造出“情感狂欢”是《黑神话》口碑营销行为的发生逻辑; 其二,对Steam平台上102款开放世界游戏进行量化回归分析,同样发现口碑营销行为不能影响用户的游戏使用行为,这是口碑营销行为的边界和限制。

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备注/Memo

备注/Memo:
作者简介:方凌智,男,助理教授,博士后; 杨恒,男,助理教授,博士; 黄博文,男,硕士。
更新日期/Last Update: 2024-12-15