THE STRUCTURAL EQUATION MODEL OF THE VARIABLES PARA-SOCIAL AND PRODUCT FIT INFLUENCING ATTITUDE AND PURCHASE INTENTION OF GAME CONSUMERS WHO FOLLOW THE LIVE STREAMS OF GAMING STREAMERS

Abstract

This study investigates the influence of para-social behavior and product fit on consumers' attitudes and purchase intentions toward gaming products, aiming to develop a structural equation model aligned with empirical data. Leveraging Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), the research utilized a sample of 400 participants, comprised of gaming product consumers and followers of streamers in Thailand. Results demonstrated that the developed model exhibited a perfect fit with empirical data. CFA results confirmed that all observed variables met the factor loading thresholds, eliminating the need to exclude any variables. Construct reliability (CR) and Average Variance Extracted (AVE) values exceeded the accepted thresholds for all latent variables, and discriminant validity was verified by demonstrating that the square root of the AVE for each latent variable surpassed its correlation with other latent variables. Path analysis revealed significant positive influences of para-social behavior and product fit on consumers' attitudes and purchase intentions. Para-social behavior affected purchase intentions both directly and indirectly through attitudes, which were identified as a key mediating factor. Additionally, product fit exhibited a direct and substantial impact on attitudes and purchase intentions, underscoring its role in consumer decision-making. The research highlights the strategic importance of fostering relationships between streamers and their audiences while ensuring that gaming products align with consumer preferences. These findings provide valuable insights for the gaming industry, offering practical recommendations for utilizing online platforms and live streaming to strengthen consumer engagement and enhance purchase behaviors. The study successfully developed a structural equation model that elucidates the factors influencing consumer attitudes and purchase intentions, contributing to a deeper understanding of consumer behavior in the gaming industry and serving as a framework for effective marketing and business strategies.