The Influence of Online Word-of-Mouth, Enjoyment, And Belongingness on The Purchase Intention of the Dungeons & Dragons Board Game Among Thai Players Community
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Abstract
This research article is a quantitative study aimed at understanding the levels of opinion regarding electronic word-of-mouth (eWOM), enjoyment, and sense of belonging among Dungeons & Dragons (D&D) board game players in Thailand and interpreting the influence of these factors on purchase intention. The sample used in this study consisted of 400 members of the Dungeons & Dragons Thailand Facebook group. Data were collected between February and March 2026. The research instrument was an online questionnaire with reliability coefficients ranging from 0.710 to 0.867. Data were analyzed using descriptive statistics and multiple regression analysis. The results showed that the sample had the highest level of enjoyment, followed by purchase intention and electronic word-of-mouth, and sense of belonging. The hypothesis testing using multiple regression analysis revealed that the overall model was statistically significant (F = 74.323, p < 0.001) and could explain 36.0% of the variance in purchase intention (R² = 0.360). Enjoyment had the greatest influence on purchase intention, followed by sense of belonging, while electronic word-of-mouth had no statistically significant influence on purchase intention, which contradicted the stated hypothesis. The findings indicate that the factors driving purchase intention for Dungeons & Dragons board games among Thai players come from emotional factors. Therefore, business operators should focus on creating enjoyable experiences, organizing activities to promote player communities, and generating high-quality electronic word-of-mouth.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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