Browsing by Author "Piya Hirunwat"
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ItemDeterminant factors affected repurchase intention of new characters of the Dead by DaylightThailand'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.
ItemFactors affecting consideration to switching from condominium to townhome for high class market in Bangkok area during COVID-19 pandemic(Bangkok : Assumption University Press, 2021) Bavornvit Bangthamai ; Pongthon Duangoubpama ; Nuttawan Rukkachantarakul ; Rawin Vongurai ; Piya HirunwatHousing estates such as detached houses, townhouses and townhomes. have become more and more marketable lately, and the popularity of condominiums has declined from COVID-19 pandemic. The keys to success of both townhomes and condominiums in this situation are attracting new consumers and retaining the existing ones. The main purpose of this study is to inspect three categories of antecedents for condominiums consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. subjective environmental characteristics) factors using push–pull–mooring (PPM) model. Design/Methodology/Approach: High class townhomes has been selected as the research context. An online survey was proceeded to inspect the proposed research model and hypotheses. The data were collected from 478 respondents living and/or working in Bangkok, who have monthly family income at 150,000 Thai Baht and above by using convenience sampling and snowball sampling method. This study applied the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to certify the goodness-of-fit of the model and hypothesis testing. Findings: The outcomes revealed that among the push factors satiation with amenity has the highest significant impact on subjective environmental characteristics, followed by satiation with decoration. While among pull factors hedonic value has the highest significant impact on subjective environmental characteristics, followed by perceived privacy and security. As well as subjective environmental characteristics has significantly impact on switching intention. Originality/Value: To contribute a comprehensive understanding of consumers’ switching intention, the researcher used PPM model to construct the research framework. This study enhances the understanding of consumer’s switching intention by locating the push and pull factors based on the differences elements between condominiums and townhomes in correspondence to subjective environmental characteristics.