Determinant factors affected repurchase intention of new characters of the Dead by Daylight

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2017
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eng
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6 pages
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ปัจจัยที่มีผลต่อการตัดสินใจซื้อตัวละครใหม่ๆ ในเกม Dead by Daylight
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The 4th SAU National Interdisciplinary Conference 2017, (June23-24, 2017), 717-722
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Abstract
Thailand's gaming industry has THB 9 billion in sales volume in 2016. Game developer has successfully developed merchandise technique strategy to launch games to market. Online game namely "Dead by Daylight" is recently well-known among Thai's players, which has currently 350,000+ players. This study examines the factors affecting repurchase intention of the new character in Dead by Daylight. Multiple linear regression (MLR) analysis explored the significant relationship among Exploratory Orientation, Value to Money, Character Identification, Collection, Social Value, Subjective Norm, and Repurchase Intention. In addition, the SAS software was statistically applied to the outputs. The results reveal that factors that affect repurchase intention are different among the duration of hours that the players spend time in playing this game. The Collection is a major concerned among players which tends to decrease upon number of hours they spend. Exploratory Orientation occurred when players who spend less than ten hours a week while Value to Money appeared on the players who spends more than thirty hours a week. According to the changes of globalization, higher educated and higher income among game players in Thailand are requiring more attention from others. They then repurchase new package to fulfill the discovery of new characters and new pleasure to this game. Game developers still have an opportunity to (re) design new characters in order to perk up its sales volume. This study determines whether or not the players who have purchased new characters namely "Halloween Chapters" of the Dead by Daylight will intend to repurchase.
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