The Effect of Character of Online Game, Brand Tribalism, Word of Mouth, on Intention to Purchase
Keywords:
Character of Online Game, Brand Tribalism, Word of Mouth, Intention to PurchaseAbstract
The study aimed to investigate the interrelationship among character of online game, brand tribalism, word of mouth and intention to purchase. The survey questionnaires were used as a tool to collect the data from 395 subscription gamers in Thailand. The data was analyzed through structural equation modeling (SEM). The study revealed that character of online game has the direct and indirect influence on intention to purchase online game items and currencies through the brand tribalism, and word of mouth.
References
Aeksanti, T. (2010). Online Games Among Thai Children and Youths. KKU Journal of Public Health Research, 3(3), 93-100. [In Thai]
Aimsupasit, P. (2012). Types of Games and Game Rating. Retrieved November 11, 2019, from typeandratinggame.blogspot.com/2012/08/sport-game-winning-eleven-madden-nfl.html. [In Thai]
Badrinarayanan, V.A. & Sierra, J.J. & Taute, H.A. (2014). Determinant and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs). Psychology and Marketing, 31(10), 853 - 870.
Baker, A.W. (2011). How does Buzz Build Brand? Investigating the Link between Word of Mouth and Brand Performance. Ph.D. Thesis in Marketing, Georgia State University, Atlanta.
Bracken, C.C. & Skalski, P. (2009). Telepresence and Video Games: The Impact of Image Quality. Psychology Journal, 7(1), 101–112.
Bunreuang, S. (2006). Behavior of Playing Game Online of Undergraduate Students Khon Kaen University. (Master’s thesis). Khon Kaen University. [In Thai]
Byun, K. & Dass, M. (2015). An Investigation of the Effects of Product Recalls on Brand Commitment and Purchase Intention. Journal of Consumer Marketing, 32(1), 1–14.
Chen, H.C., Stotlar, P.K. & Reams, L. (2014). Predicting Sponsorship and Advertising Effectiveness in Sport: a Case Study of the Super Bowl. JCAT, 8(3), 1-25.
Correa, P.R., Cataluna, J.R. & Gaitan, J.A. (2013). Exploration of the Factors that Affect the Adoption of Social Networking Services by Generation Y in Chile. Interciencia, 38, 628-633.
De Cannie`re, M.H., De Pelsmacker, P. & Geuens, M. (2009). Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength. J. Bus. Psychol, 25, 87-98.
Engel, J.F., Blackwell, R.D. & Miniard, P.W. (1995). Consumer Behavior. 8th ed. New York: The Dryden Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson,R. E. (2010). Multivariate Data Analysis. (7th ed.) New Jersey: Pearson Education, Inc.
Hale, J.L., Householder, B.J. & Greene, K.L. (2002). The Persuasion Handbook: Developments in Theory and Practice. California: Sage.
Harrison-Walker, L.J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, 4(1), 60-73.
Hsin-Chung, C. (2012). A study of the Development of a Sport Consumer Behavior Model: A Case Study of the Bowl. Master thesis in Physical Education, University of Taipei, Taiwan.
Lake, L. (2019). Word of Mouth vs. Viral Marketing: What’s the Difference? Retrieved November 11, 2019 from http://marketing.about.com/od/marketingmethods/a/womvsviral.htm
Lari, P. (2008). Understanding Teaching Experiences: Faculty Transitions from Traditional to Online Classrooms. Doctor of Education, North Carolina State University.
Marketeer. (2018). Mobile Game: The Game Market’s Hero that Gets Ahead of PC and Console Game. Retrieved November 11, 2019, from https://marketeeronline.co/archives/89095. [In Thai]
Minsky, M. (1980) Telepresence. Omni, 2(9), 45-54.
Mowday, R.T., Steers, R.M. & Porter, L.W. (1979). The Measurement of Organizational Commitment. Journal of Vocational Behavior. 14, 224–274.
Muniz, A.M. & Schau, H.J. (2005). Religiosity in the Abandoned Apple Newton Brand Community. Journal of Consumer Research, 31(4), 737-747.
Nunnararat, P. (2008). Types of Online Games. Retrieved November 11, 2019, from https://www.gotoknow.org/posts/231850. [In Thai]
Pantrakool, S. (2011). On-Line Game Playing Behavior of the First Year Student of Suan Dusit Rajabhat University. Panyapiwat Journal, 3(1), 47-59. [In Thai]
Roadan-Cataluna, F.J., Arenas-Gaitan, J. & Ramirez-Correa, P. (2015). Travel buying Behavior in Social Network Site Users: To Buy Online vs. Offline. Journal of Theoretical and Applied Electronic Commerce Research. 10(1), 49–62.
Ruane, L. & Wallace, E. (2015). Brand Tribalism and Self-Expressive: Social Influences and Brand Outcomes. Journal of Product and Brand Management. 24(4), 333–348.
Schouten, J.W. & McAlexander, J.H. (1995). Subcultures of Consumption: an Ethnography of the New Bikers. Journal of Consumer Research, 22(1), 43-61.
Tabachnick, B.G. & Fidell, L.S. (2013). Using Multivariate Statistics. 7th ed. New York: Pearson Education Inc.
Taute, H.A. & Sierra, J. (2014). Brand Tribalism: An Anthropological Perspective. Journal of Product and Brand Management. 23(1), 2-15.
Xavier, W.J.L. & Summer, G.Y.S. (2009). Viral Marketing Communication: The Internet Word-of-Mouth: A Study on Consumer Perception and Consumer Response. Master Thesis in Business Administration, School of Management, Blekinge Institute of Technology, Sweden.
Zikmund, W.G., Babin, B.J., Carr, J.C. & Griffin, M. (2010). Business Research Methods. Ohio: South Western Cengage Learning.
