ปัจจัยที่มีผลต่อความตั้งใจซื้อสินค้าเสมือนบนสังคมออนไลน์ของผู้เล่นเกมออนไลน์ที่เป็นกลุ่มเจนเนอร์เรชั่นวายในประเทศไทย

Abstract

This independent study aimed to examine factors influencing the intention of generation Y online gamers in Thailand to purchase virtual goods on social media. Samples of this study were specified to 200 generation Y people in Thailand who played online games and purchased virtual goods on social media at least once in the last 6 months. Online questionnaires were used as a tool to collect data. Data obtained were analyzed by the descriptive statistic: frequency, percentage, and mean; while the hypothesis testing was conducted by the use of inferential statistics: Multiple Regression Analysis. Validity of questionnaires were tested by the Factor Analysis. By determining factor loading of all questions at > 0.5, variables were, thus, categorized into 9 different groups. The findings showed that most respondents were single male and had 3-4 members in their family. They hold the bachelor’s degree as their highest education background. Their current occupation was student and their average monthly income was less than 15,000 Baht. Most of them did not have credit card; but have experience of purchasing virtual goods on social media. According to the study on opinion of respondents towards factors influencing the intention of generation Y online gamers in Thailand to purchase virtual goods on social media, the results revealed that overall, they agreed with following factors at moderate level: satisfaction with the game, appreciation, self-image represented to the society, amusement, competent value of game characters, functional value/utilitarian value, social relationship and support, existence of game characters, and price utility. For the purchase intension factor and its elements, the respondents rated their opinions towards them at moderate level. According to the test of the relationship between 9 different groups of independent variables: satisfaction with the game, existence of game characters, competent value of game characters, price utility, functional value/utilitarian value, amusement, appreciation, self-image represented to the society, and social relationship and support along with 1 dependent variable i.e purchase intention, the results suggested that 3 independent variables: satisfaction with the game, amusement, and social relationship and support related to the intention of generation Y online gamers in Thailand to purchase virtual goods on social media at the significant statistic of 0.05. In consideration of factors influencing the intention of generation Y online gamers in Thailand to purchase virtual goods on social media, standardized coefficient value of each factor was demonstrated as follows: amusement (Beta=0.329); social relationship and support (Beta=0.319), and satisfaction with game (Beta=0.150). These figures of standardized coefficients could also predict that the generation Y online gamers in Thailand intended to purchase virtual goods on social media at 41.3%; meanwhile, the rest of 58.7% should come from some other variables.