The Threshold Effect of Cultural Empowerment: A Study on Heterogeneous Decision-Making in Virtual Consumption: A Case Study of Honor of Kings

DOI: https://doi.org/10.62517/jbm.202609307

Author(s)

Yifang Ruan

Affiliation(s)

College of Business, Shenzhen Technology University, Shenzhen, Guangdong, China

Abstract

Cross-industry IP collaboration has evolved from a niche marketing tactic into a core engine of the digital economy [2]. While brands aggressively pursue cultural value empowerment to drive purchase intent, current literature often overlooks consumer heterogeneity, assuming a linear relationship that may not exist. Drawing on data from 306 Honor of Kings players, we construct a moderated model to examine the intersection of cultural value perception (as a primary dimension of brand equity), consumer involvement, and purchase intention. Contrary to established marketing assumptions, our data reveals that cultural value perception does not directly predict purchase behavior ($p > 0.05$) [3]. We define this as the "consumption paradox." Our analysis demonstrates that consumer involvement acts as a critical boundary condition [6]: cultural empowerment is not a universal stimulus but a "necessary yet insufficient" factor. Only when consumer involvement reaches a specific threshold does cultural value effectively convert into purchase intention. These findings challenge one-size-fits-all digital marketing models and offer a roadmap for segmentation-based strategies.

Keywords

Component; Virtual Consumption; IP Collaboration; Consumer Involvement; Cultural Perception Threshold; Heterogeneous Decision-Making; Honor of Kings

References

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