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https://rsuir-library.rsu.ac.th/handle/123456789/461| Title: | 影响消费者游戏内购买之因素 |
| Other Titles: | Factors affecting consumers in-game purchase |
| Authors: | Zhouyu Jin |
| metadata.dc.contributor.advisor: | Duan Wan Chun |
| Keywords: | Consumer behavior;Consumers -- Decision making;Game -- Purchase |
| Issue Date: | 2019 |
| Publisher: | Rangsit University |
| Abstract: | 在过去几年中，电子竞技一直蓬勃发展，促使许多人在不同的在线游戏中消 费。 本研究旨在探讨影响“国王荣耀”中 15-50 岁消费者购买动机的因素。 调 查问卷用于收集数据，以研究消费者的 4 个主要动机 - 成就动机，社会动机，攀 比动机和游戏内购买动机。 核心变量可靠性分析，有效性分析，回归分析和调整 效应分析用于检验研究假设。 结果表明，摄入程度对成就性动机，社会性动机和 攀比性动机的影响与假设 H4，H5 和 H6 的检验有关。 最后，本研究的建议和计 划是从研究结果的理论和实践角度出发的。 |
| metadata.dc.description.other-abstract: | Over the past couple of years, e-sport has gained more popularity, driving many people to spend more on online games. This research aims to investigate the factors affecting in-game purchase motivation of consumers, aged 15-50, who play the game "Glory of the King". Questionnaires were used to collect data to study four main consumers’ motivations: achievement motivation, social motivation, comparison motivation, and in-game purchase motivation. The core variable reliability analysis, validity analysis, regression analysis, and adjustment effect analysis were used to test the research hypothesis. The result of hypothesis testing(H4,H5,and H6) showed that the degree of immersion had positive effects on the achievement motivation, social motivation, and comparison motivation. Finally, recommendations and plans for this research were made from the theoretical and practical perspectives of the research results. |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2019 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/461 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Zhouyu Jin.pdf | 579.45 kB | Adobe PDF | View/Open |
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