VIDEO GAME VIRTUAL GOODS: PERCEIVED OF PLAYFULNESS EFFECTING TO PURCHASE INTENTION

Siripong  Ariyabarameekoon; Pachoke  Lert-asavapatra

Siripong Ariyabarameekoon College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Pachoke Lert-asavapatra College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords: Playfulness, Video Game, Virtual Goods, Marketing E-sport

Abstract

The core purpose of this research was to study the impacts of factors influencing purchase intention of virtual goods by perceived level of playfulness of virtual goods in video games that use for competition in e -sport event by using structural equation modeling (SEM . )The sample population was chosen from e -sports gamer who playing e -sport video game in Thailand .The questionnaires were distributed to 387 respondents .The statistical treatment of this study is based upon the statistical techniques such as frequency and percentage, means, standard deviation and SEM method .The results showed that the conceptual aligns with the empirical data.
The findings of this research indicated that esport level of perceived of playfulness has positive influence with virtual goods purchase Intention moderated by attitude of player at significance level 0.001