The Effect of Service Marketing Mix (7Ps) on Purchase Intention in the Script Killing Industry

Abstract

Research background: From single-sensory experience to multi-sensory immersion, people are more entertained and demand a higher sense of consumer experience. The script killing game, as a multi-sensory entertainment, used to be very popular because of its unique sense of experience and socialization. As script killing is a new industry, we need to find the factors that influence their willingness to buy to promote their customers' purchase. Therefore, the purpose of this study is to evaluate the impact of the service marketing mix (7Ps) and how it affects the script killing industry, and how it can be used to better satisfy customers and increase their purchase intention. The H1 to H7 hypotheses are proposed based on the service marketing mix (7ps) to explore the effect of seven influencing factors on purchase intention. This study will use quantitative research method and questionnaire as a research tool to find at least 200 respondents to collect data and analyse and validate it using SPSS7 software. The H1 to H7 hypotheses are proposed based on the service marketing mix (7ps) to explore the effect of seven influencing factors on purchase intention. This study will use quantitative research method with questionnaire as research tool and SPSS7 software for analysis and validation. Conclusion: In the field of script killing, product, price, location, people, process, and physical evidence has a significant positive influence on purchase intention.