The Analysis of Factors Affecting Demand for Online Game Purchases of the Consumers in Bangkok

Abstract

The purpose of this research is to study the factors affecting the demand for online game purchases of the consumers in Bangkok and to study the influence of factors affecting the demand for online game purchases of the consumers in Bangkok. The sample group used in this research It was a sample of 400 people in Bangkok. The research tool was an online questionnaire. It has a confidence value of 0.945. Statistics used in preliminary data analysis are descriptive statistics, including percentage, mean and inferential statistics, analyzing data by Exploratory Factor Analysis (EFA) and Multiple Regression Analysis. The results showed that in the composition of factors affecting the demand for online game purchases of the consumers in Bangkok consists of 8 factors, namely the seller's sincerity factor Vendor Transparency Factors convenience factor diversity factor attraction factor access factor benefit factor and buying method factors. The influence of factors affecting the demand for purchases in online games was found to include 4 attraction, benefit, purchase method and diversity Statistically significant at .05