1. NU Intellectual Repository
  2. วิทยานิพนธ์ มหาวิทยาลัยนเรศวร
  3. คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร
Please use this identifier to cite or link to this item: http://nuir.lib.nu.ac.th/dspace/handle/123456789/5271
Full metadata record
DC FieldValueLanguage
dc.contributorDEHUA AIen
dc.contributorDehua Aith
dc.contributor.advisorParichart Rachapraditen
dc.contributor.advisorปาริชาติ ราชประดิษฐ์th
dc.contributor.otherNaresuan Universityen
dc.date.accessioned2023-04-18T02:53:16Z-
dc.date.available2023-04-18T02:53:16Z-
dc.date.created2021en_US
dc.date.issued2021en_US
dc.identifier.urihttp://nuir.lib.nu.ac.th/dspace/handle/123456789/5271-
dc.description.abstractGacha 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.en
dc.description.abstract-th
dc.language.isoenen_US
dc.publisherNaresuan Universityen_US
dc.rightsNaresuan Universityen_US
dc.subjectMobile Gameen
dc.subjectLoot boxen
dc.subjectGacha consumption valueen
dc.subjectPurchase intentionen
dc.subject.classificationBusinessen
dc.subject.classificationOther service activitiesen
dc.subject.classificationMarketing and advertisingen
dc.titleIn-apps purchase intention of Chinese mobile game usersen
dc.title-th
dc.typeThesisen
dc.typeวิทยานิพนธ์th
dc.contributor.coadvisorParichart Rachapraditen
dc.contributor.coadvisorปาริชาติ ราชประดิษฐ์th
dc.contributor.emailadvisorparichartr@nu.ac.then_US
dc.contributor.emailcoadvisorparichartr@nu.ac.then_US
dc.description.degreenameMaster of Business Administration (M.B.A.)en
dc.description.degreenameบริหารธุรกิจมหาบัณฑิต (บธ.ม.)th
dc.description.degreelevelMaster's Degreeen
dc.description.degreelevelปริญญาโทth
Appears in Collections:คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร

Files in This Item:
File Description SizeFormat 
DehuaAi.pdf1.37 MBAdobe PDFView/Open
Show simple item record


Items in NU Digital Repository are protected by copyright, with all rights reserved, unless otherwise indicated.