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Research Article Open Access

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

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.

CHIEH-MIN CHOU , ASWIN KIMSUWAN

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