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 Purchase
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.
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