Factors Affecting Purchase Intention of Online Game Prepayment Card – Evidence from Thailand

Chieh-Min Chou () and Aswin Kimsuwan ()
Additional contact information
Chieh-Min Chou: Graduate Institute of Management of Technology, Feng Chia University, Taichung, Taiwan
Aswin Kimsuwan: Zhishan Rd., Xitun Dist., Taichung City 407, Taiwan

Journal of Internet Banking and Commerce, 2013, vol. 18, issue 3, 01-13

Abstract: Over the past decade, the most popular leisure activity in the world is to play online games. However, it is difficult to make the online gamers will to pay for the privilege of playing the game in present online game industry, especially in developing countries. Therefore, the purpose of the research was to study factors affecting purchase intention of online game prepayment card which is the main revenue source for free-to-play game. This study collected 335 respondent data from Thailand to test the research hypotheses. The results show the perceived enjoyment value, monetary value and promotion programs are significant positive factors to influence the purchase intention of online game prepayment card. The research findings can contribute to the understandings of online game consumer behavior in developing country such as Thailand and be adopted as marketing planning guideline for online game business managers to promote prepayment card purchase intention of consumers.

Keywords: Online game; Prepayment card; Perceived value; Purchase intention (search for similar items in EconPapers)
JEL-codes: C57 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0313

Access Statistics for this article

Journal of Internet Banking and Commerce is currently edited by Vijaya Lakshmi, Nahum Goldmann and Dale Pinto

More articles in Journal of Internet Banking and Commerce
Bibliographic data for series maintained by Dale Pinto ().