The study about motivations and attitudes toward mobile game applications that relate to consumer buying behavior

Name: Nattaporn Intatisan

keyword: Mobile game

; Mobile game applications

Abstract: The main purpose of this study is to examine consumers’ preferences, motivations, and attitudes toward mobile game applications that influence their level of spending on the games. The research was done on the qualitative and quantitative basis. The quantitative research includes secondary data from various sources of information and in-depth-interviews of target respondents, who currently play mobile games. The quantitative research was conducted by mean of online questionnaires and used SPSS to analyze. A total of 240 respondents were participated in this survey. Out of 240 respondents, 225 respondents are the mobile game players who play mobile game application in last 6 months. These 225 respondents were considered survey population and divided into “Paid for Game Apps-users” and “Not Paid for Game Apps-users”. Independent variables are the study of demographics, usage behaviors, motivations, preferences, and attitudes while dependent are the study of paid and not paid for game apps behavior and level of spending on game apps. Frequency Analysis was used to analyze distribution of population among independent variables and dependent variables and compared between Paid for Game Apps-users and Not Paid for Game Apps-users in crosstab. The association and correlation of independent variables and independent variables were analyzed by Chi-Square test and Correlation test technique respectively. Results from the research shows that studied independent variables can strongly impact differently group of users and also level of consumers’ budget spending on games. To illustrate, Paid for Game Apps-users group have highly positive relationship to challenge and beat with friends while Not Paid for Game Apps-users group have highly positive relationship to play games to kill time. Specific game genres including strategy and simulation game can strongly persuade consumer to pay more than other game genres since these types of game require more time to engage leading to consumers’ addictive and buying intention

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hutton, James G.

Role: advisor

Created: 2014

Modified: 2022-01-26

Issued: 2022-01-26

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2014.188

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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