THE CAUSAL FACTORS INFLUENCING CONTINUOUS PLAY INTENTION OF ONLINE GAMES CONSUMER: A CASE STUDY OF PLAYERUNKNOWN’S BATTLEGROUNDS (PUBG)
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Abstract
This study applied the Technology Acceptance Model (TAM) and Motivation Theory with the objectives of: 1) examining the consistency of the causal relationship model of factors influencing online game consumers’ continuous play intention with empirical data; and 2) investigating the causal effects of factors influencing online game consumers’ continuous play intention. The sample consisted of 400 PlayerUnknown’s Battlegrounds (PUBG) players selected through multi-stage sampling. Data were collected using an online questionnaire and analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling. The results showed that the model was consistent with the empirical data, with /df = 1.934, GFI = 0.95, AGFI = 0.93, SRMR = 0.049, RMSEA = 0.048, and CFI = 0.99. Hypothesis testing revealed that perceived ease of play had a positive direct effect on attitude toward playing and a positive indirect effect on continuous play intention through attitude toward playing. Perceived usefulness had a negative direct effect on attitude toward playing and a negative indirect effect on continuous play intention. Perceived enjoyment had a positive direct effect on attitude toward playing and a positive indirect effect on continuous play intention, while attitude toward playing had a positive direct effect on continuous play intention. The model explained 80% of the variance in attitude toward playing and 52% of the variance in continuous play intention.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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