THE CAUSAL FACTORS INFLUENCING CONTINUOUS PLAY INTENTION OF ONLINE GAMES CONSUMER: A CASE STUDY OF PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG)

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Published: Mar 1, 2022
Keywords:
Causal Factor Continuous Play Intention Online Games

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Supagrit Pitiphat
Faculty of Management Sciences, Udon Thani Rajabhat University

Abstract

This study was built on the application of the Technology Acceptance Model (TAM) and Motivation Theory. The main objective of this research was to examine the consistency of factors affecting the consumers’ intention to continuously play online games. The sample were collected from 400 consumers who had experiences playing PUBG by using multi-stage sampling. Data were analyzed with descriptive statistics and Structural Equation Modeling (SEM) and found that the model was consistent with the empirical data. The relationships were as follows: 1) Perception of easy to play had positive influence on the attitude towards playing and had positive indirect influence on continuous play intention through attitude towards playing online games. 2) Perception of usefulness had negative direct influence on attitude towards playing online games and had indirect influence on continuous play intention through attitude towards playing online games. 3) Perception of enjoyment had positive direct influence on attitude towards playing and had positive indirect influence on continuous play intention through attitude towards playing online games. 4) Attitude to play had positive direct influence on continuous play intention.

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How to Cite
Pitiphat, S. (2022). THE CAUSAL FACTORS INFLUENCING CONTINUOUS PLAY INTENTION OF ONLINE GAMES CONSUMER: A CASE STUDY OF PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG). JOURNAL OF MANAGEMENT SCIENCE UDON THANI RAJABHAT UNIVERSITY, 4(2), 93–110. retrieved from https://so08.tci-thaijo.org/index.php/MSJournal/article/view/2866
Issue
Vol. 4 No. 2 (2022): March - April (2022)
Section
Research Article
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี

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