FACTORS AFFECTING TO VIRTUAL GOODS PURCHASE INTENTION: FREE TO PLAY GAMING CONTEXT
The core purpose of this research is to study the Factors Affecting to Virtual Goods Purchase Intention: Free to play Gaming Context by using Structural Equation Modeling (SEM). The sample population was chosen from audiences of eSport in Thailand and the questionnaires were distributed to 385 respondents. The Statistical treatment of this study is based upon the statistical techniques such as frequency and percentage, means, and standard deviation, and SEM. The results showed that the conceptual model aligns with the empirical data (CMIN/df = 2.792, GFI = 0.963, NFI = 0.964, RFI = 0.946, IFI = 0.977, TLI = 0.965, CFI = 0.977 and RMSEA = 0.068). The findings of this research indicated that all Hypotheses was accepted and all variables are influencing each other’s by direct and indirect way at significance level 0.01.