The Effect of Character of Online Game, Brand Tribalism, Word of Mouth, on Intention to Purchase

Authors

  • Anon Khamwon Faculty of Business Administration and Accountancy, Khon Kaen University
  • Mahmood Hayeemad Faculty of Islamic Sciences, Prince of Songkla University, Pattani Campus
  • Phawat Kuwatjanakun E-Sarn Technological College

Keywords:

Character of Online Game, Brand Tribalism, Word of Mouth, Intention to Purchase

Abstract

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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Published

2020-12-31

How to Cite

Khamwon อ., Hayeemad ห., & Kuwatjanakun ภ. (2020). The Effect of Character of Online Game, Brand Tribalism, Word of Mouth, on Intention to Purchase. Modern Management Journal, 18(2), 40–53. Retrieved from https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/225114

Issue

Section

Research Articles