Determinants of Intention to Play Mobile Games in Thailand

Abstract

Mobile Game industry in Thailand has been grown significantly in recent year. Since Thai people welcomely embrace mobile games, it becomes the most grossing entertainment platform. However, what makes Thai people decide to play mobile games is still questioned. Therefore, this study aims to investigate on determinants of intention to play mobile games in Thailand. The study was conducted by means of quantitative method through online questionnaire. Total of relevant 405 responses were gathered and analyzed with Structural Equation Modeling, using AMOS 24. Theory of planned behavior and extended Technology acceptance model were integrated in the conceptual framework. The findings show that Intention to play mobile game were determined around 64.8 per cent by Attitude, Perceived Behavioral Control and Perceived Enjoyment.