The Influencing Factors of Brand Loyalty among Generation Z Consumers of Tencent Games

Abstract

In today’s fiercely competitive and highly digitized gaming market, Generation Z, as a group with significant consumption potential and influence, plays a crucial role in the survival and development of gaming companies, with their brand loyalty being of paramount importance. As an industry leader, Tencent Games’ in-depth understanding of the factors influencing brand loyalty among its Generation Z consumers not only helped solidify market position but also provided valuable insights for the entire industry. Based on the Technology Acceptance Model (TAM) and the brand loyalty theory, this study focused on Tencent Games in China, aiming to precisely explore various factors influencing brand loyalty among its Generation Z consumers, construct a corresponding structural model, and validate research hypotheses and the model. This, in turn, provided a theoretical basis for Tencent Games to formulate targeted marketing strategies.
This study conducted a comprehensive and in-depth analysis of the factors influencing brand loyalty among Generation Z consumers of Tencent Games. It primarily dissected the impact of five key factors on brand loyalty, including brand image, product price, product quality, brand integrity, and shopping convenience.
A quantitative research method was employed in this study, with data collected through a well-designed questionnaire. A total of 535 questionnaires were distributed, and after rigorous screening and review, 453 valid questionnaires were recovered, resulting in an effective response rate of 84.7%. These valid questionnaires provided a solid and reliable foundation for subsequent data analysis, enabling a relatively accurate reflection of the genuine thoughts and behavioral characteristics of Generation Z consumers of Tencent Games.
Through data analysis of the valid questionnaires, this study found that brand image, product price, product quality, brand integrity, and shopping convenience all had a significant impact on brand loyalty among Generation Z consumers. Based on these findings, this study proposes strategic suggestions to optimize brand loyalty among Generation Z consumers of Tencent Games: (1) building a positive brand image, (2) improving reasonable pricing strategies, (3) enhancing product quality, (4) strengthening brand integrity, (5) optimizing shopping convenience.

Keywords: Tencent Games, Technology Acceptance Model (TAM), brand loyalty theory, Generation Z consumers, brand loyalty