PARA-SOCIAL RELATIONSHIP WITH GAMING STREAMER AFFECTING TO VIDEO GAME PRODUCT ATTITUDE AND PURCHASE INTENTION: CONCEPTUAL FRAMEWORK REVIEW

Abstract

Thailand has experienced significant growth in the gaming industry, making video game content consumption a popular form of entertainment. Consequently, professional streamers, known as "Gaming Streamers", have emerged showcasing gameplay using gaming products as a medium to entertain their audience. This has led to a convergence of interests in the business aspect regarding the sales of gaming products, whether they receive support from viewers or not.

Therefore, this literature review explores the relationship between variables believed to be associated with the development of strategic models for the benefit of the gaming product industry. It is found that the para-social variable is the most intriguing factor influencing the intention to purchase gaming products from viewers of live-streamed video game content by Thai streamers