อิทธิพลของส่วนประสมการตลาดของเอ็นเอฟทีและความไว้วางใจในองค์กร ต่อความตั้งใจลงทุนเอ็นเอฟทีในเกมด้วยสกุลเงินดิจิทัลของนักลงทุนรายย่อย

Abstract

This research aims to study the influence of the marketing mix of in-game NFTs and trust in the organization on retail investors' intention to invest in in-game NFTs with digital currency. The study was conducted with a sample group of 300 sub-investors aged between 18 and 39 years old who had invested in NFTs in the top 3 most invested games in Thailand: Axie Infinity, Fishing Town, and BombCrypto, within a period of 3 months to 3 years, with an initial investment amount ranging from 6,000 baht to 35,000 baht. The survey was conducted using an online questionnaire. Statistical methods used to analyze the data included descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as regression analysis for hypothesis testing. The study results revealed that the majority of participants were male, aged between 26 to 39 years old, holding a bachelor's degree or equivalent. They were employed in the private sector with an average monthly income of 40,001 to 50,000 baht. Most of them had invested in cryptocurrencies. The primary motivation for investing in NFT games was the potential for high returns. On average, they invested in NFTs in games twice during the investment period. Each person had invested in 2 NFTs in games, spending 1 to 2 hours playing NFTs daily. Friends were identified as the primary influencers in the decision-making process regarding investments in NFT games. The study also identified key factors influencing investment intentions, including product offerings, distribution channels, marketing promotions, and corporate trust.