Evolution and Transformation of the Central Place Theory in E-Business: China’s C2C Online Game Marketing

Qiang Li,Heli Lu,Shuo Xu,Jingyu Liu,Qing Liu,Xiaona Guo

doi:10.3390/su11082274

Abstract

In contemporary studies in areas such as the field of classical theory, there has been an increasing emphasis on E-Business. In this study, we examine central place theory principles using China’s consumer-to-consumer online game marketing as a case of E-business. The results indicate that virtual goods in China’s C2C online game marketing are distributed in areas with high economic development and where residents have high purchasing power. Further, we found that the transmission capacity of virtual goods is affected by the level of telecommunication services because they are transmitted through information flow. Such effects illustrate that virtual goods are no longer affected by spatial distance and traffic conditions because virtual goods do not need to be touched; however, they are still affected by market forces. We conclude that there are key differences between the marketing and transport principles of CPT based on the hierarchical model describing new internal and external relations and the level of complexity in E-Business processes.

Highlights

IntroductionThe research value of virtual goods has become more apparent [1]. For example, Park and Lee [2] found that virtual goods can enhance the virtual character’s abilities or individualize the character with decorative items
In recent years, the research value of virtual goods has become more apparent [1]
The activity levels and consumption habits of online game players in different province-level regions are as follows: (1) From the time scale, due to students’ summer vacation, online game consumption has the characteristics of the transaction volume in the peak season being 25.8% higher than that in the off season, and the daily online game trading volume shows a time-lapse characteristic of 00:00–06:00, and a fluctuation of the time during 06:00–00:00

Summary

Introduction

The research value of virtual goods has become more apparent [1]. For example, Park and Lee [2] found that virtual goods can enhance the virtual character’s abilities or individualize the character with decorative items. Hamari [3] found that the enjoyment of a game reduces willingness to buy virtual goods while at the same time it increases willingness to play more of that game. Virtual goods refer to digital products and services in the e-commerce market, which are characterized by having no physical nature and no need for logistics. As a representative of virtual goods, are gradually increasing their consumption potential. The number of Chinese game users reached 534 million, which is a year-on-year increase of 3.3%, reflecting the prosperity of the online game industry. It can be seen that the online game industry can promote growth of Chinese consumption. It can be seen that research on virtual goods has practical significance

Methods

Findings

Discussion

Conclusion