KEY FACTORS BEHIND GAMERS’ URGE TO TOP UP ONLINE GAMES IN BANGKOK AND VICINITY
Authors
Thanarach Wongrinyong
Majoring in Creative Media and Game Design, Business Administration Program in E-Sport and Games Business, College of Innovation and Management, Faculty of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Jakkarin Thammaprot
Majoring in Creative Media and Game Design, Business Administration Program in E-Sport and Games Business, College of Innovation and Management, Faculty of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Mooktra Thongves
Majoring in Creative Media and Game Design, Business Administration Program in E-Sport and Games Business, College of Innovation and Management, Faculty of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Arpaporn Phokajang
Majoring in Creative Media and Game Design, Business Administration Program in E-Sport and Games Business, College of Innovation and Management, Faculty of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Thongchai Surinwarangkoon
Majoring in Creative Media and Game Design, Business Administration Program in E-Sport and Games Business, College of Innovation and Management, Faculty of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand
Yoon Chang Hwan
Miraen E-Sports, Daejeon, Korea
Keywords:
Online Games, Purchase, Top up, Purchase Motivation
Abstract
The objectives of this research were to study the factors that affect the motivation to top up online games of game consumers in Bangkok and vicinity. The sample used in the research was online game consumers in the Bangkok and vicinity using a random group method with a total of 370 people. The research tool was a closed-ended questionnaire. Qualitative descriptive statistics, including percentages and frequencies, are used to analyze population characteristics. Averages and standard deviations are used to analyze the level of opinion and statistics. Inference includes analysis of multiple linear regression equations to test the path, relationship between variables, and priority of variables. The research findings revealed that the motivation to top up online games in Bangkok and vicinity is the fun factor. Factors such as social interaction in the game, perspective factors on in-game items, and emotional value factors. Online game service business owners should focus on producing games that are quality, fun, and have an in-game system that supports the interaction between players and in-game items.
