AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era
Permanent URI for this community
Browse
Browsing AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era by Subject "Attitude"
Results Per Page
Sort Options
-
ItemA model for evaluating online game players: a study of enjoyment, interaction, flow experience, and motivation towards attitude and intention behavior in ChinaThe purpose of this research is to findthe factors that affect Chineseonlinegameplayers. Thevariablesof this studyare human-game interaction, utilitarian motivation, hedonic motivation, flow experience, perceived enjoyment, attitude, and intention. By studying these variables, to understand the needs of Chinese online players, and to promote the development of online games. The researchers observed these variables and developedfour hypotheses to determine the influencing factorstowards attitude and intention behavior. The researchers focused on Chinese online game players who play"League of Legends". The researchers collected the data from 320respondents by usinga questionnaire surveythroughtwo large-scale communication platforms in China. The first platform is the official forum of "League of Legends" in China, and the second platform“QQ” whichis the mostpopulargame social softwarein China. The researchers used convenience sampling and judgmental sampling to collect the data. Moreover,descriptive statisticsis usedto provide average and demographic percentages.Besides, the researchers use inferential statistics to test the hypotheses.All data areanalyzed using statisticalsoftware, and linear regression analysis such asmultiple linear regression to find the most significant factors affecting players’ attitudes and intentions. The results showedthat human-game interaction has a significant positive correlation with utilitarian motivation and hedonic motivation. Utilitarian motivation, hedonic motivation, flow experience, and perceived enjoyment have a positive impact on the player’s attitude. However, flow experience, perceived enjoyment, and attitude have no influence on the intentions of online player.
-
ItemStudy effecting of halal logo on ready-to-eat meal towards purchase intention of non-Muslim consumers in BangkokPurpose – This paper aims to determine the effects of halal logo on ready-to-eat meals toward purchase intention of non-Muslim consumers in Bangkok. The factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers. Research methodology – Data were collected via a questionnaire with a sample of 230 non-Muslim consumers in Bangkok with non-probability sampling, convenience and snowball sampling method. Results – According to the research results, all factors positively impact non-Muslim consumers' purchase intention towards ready-to-eat meal with the Halal logo. Additionally, the research found that non-Muslim consumers have positive attitudes and awareness of the Halal logo similar to those of the Muslim consumers. Although the study focuses on non-Muslim consumers, most of the respondents who participated in the research were Buddhists. Research limitations – The respondents were only limited to Thai nationality in Bangkok. The focus was only on Halal's four variables: Halal awareness, Halal logo, attitude, and purchase intention. Recommendation – This research can support marketing to leverage the understanding of the Halal concept in the food industry to attract Muslim and non-Muslim consumers in domestic and international markets.