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http://nuir.lib.nu.ac.th/dspace/handle/123456789/5271| Title: | In-apps purchase intention of Chinese mobile game users - |
| Authors: | DEHUA AI Dehua Ai Parichart Rachapradit ปาริชาติ ราชประดิษฐ์ Naresuan University Parichart Rachapradit ปาริชาติ ราชประดิษฐ์ parichartr@nu.ac.th parichartr@nu.ac.th |
| Keywords: | Mobile Game Loot box Gacha consumption value Purchase intention |
| Issue Date: | 2021 |
| Publisher: | Naresuan University |
| Abstract: | Gacha and Loot box is primary business model in Chinese Mobile game market, customers play with a stochastic system to obtain the prize that they want. In this research, we examine mobile game player decisions to purchase a chance for run a Gatcha or open a loot box based on consumption value using questionnaire survey in China. There are 406 mobile game players answering the questionnaires. The results show that monetary value of gambling and price, playfulness, and self-image expression have significant influence on customer’s purchase intention. Our results shed some light for mobile game designers to achieve better sales revenue. - |
| URI: | http://nuir.lib.nu.ac.th/dspace/handle/123456789/5271 |
| Appears in Collections: | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| DehuaAi.pdf | 1.37 MB | Adobe PDF | View/Open |
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