The study of factors that influence purchase intention within online mobile game in Thailand.

Abstract

With the rapid growth of smartphone users from all across the world in the past decade, online mobile game market value rises dramatically comparing with other platforms like PC or console. Thus, this is the reason why online mobile game market has been massively interested by ton of game developers and publishers recently. The purpose of this study is to investigate factors that influence purchase intention within online mobile games in Thailand. The research framework proposes that six independent variable: nostalgia, belongingness, perceived enjoyment, self-esteem need, self-actualization need, and uniqueness tend to have significant relationship with the dependent variable: purchase intention. The research scope was set to gather as up to date data as possible by focusing only respondents who had experience of purchasing virtual items with their real money within online mobile games in the past month prior the survey which resulted as total 102 of respondents who pass the criteria. With an adoption of the quantitative methodology, data collection via online survey, and data processing through SPSS statistic program, the finding of this research showed that perceived enjoyment and self-esteem need were significantly related to the purchase intention of virtual items within online mobile games in Thailand.