ปัจจัยที่ส่งผลต่อการซื้อสินค้าเสมือนจริงของผู้เล่นเกมออนไลน์ในประเทศไทย

Abstract

The objective of this study was study factors affecting the purchase of virtual goods of Online Game Players in Thailand The sample of this study is Online Game Players in Thailand of all genders. The age range is between 18-35 years old, who have played Online Games for more than 2 months and purchased virtual goods from Online Games, including PC computer or a mobile phone at least 1 time. The questionnaire was used as a study tool. Descriptive statistical analysis consists mean, standard deviation and percentage, and use inferential statistics 2 form for this study that consist 1. T-test analysis to test differences between males and females 2. Multiple Regression to test any virtual purchase factors that affecting virtual goods purchase The results of this study that consisted of 385 people. Demographic factors affecting the intention to virtual goods purchase were age and income of sample group. And later, the factors of purchasing virtual goods that affecting the intention to purchase virtual goods consists of 2 factors, such as price and fun affecting virtual goods purchase.