KEY FACTORS INFLUENCING GAMERS’ URGE TO TOP UP ONLINE GAMES IN BANGKOK METROPOLITAN REGION

Abstract

This research aims to study the factors influencing the motivation to purchase in online games. The objectives of this research were to: 1) study factors such as enjoyment, social interaction, aspect with virtual items, emotional value, challenge and conquest, and ease of use and quality influence consumers' motivation to spend money within online games, and 2) study  the quality of online games affecting consumers' choices of service and top-up decisions. The research findings were found as follows: 1) Factors such as enjoyment, social interaction, aspect with virtual items, and emotional value significantly influence the motivation to spend money within online games in the Bangkok Metropolitan Region, with statistical significance at the 0.05 level. However, factors such as challenge and conquest, and ease of use and quality do not significantly influence the motivation to purchase in online games in the Bangkok Metropolitan Region, with statistical significance at the 0.05 level. 2) The quality of online games does not affect consumers' choices of service and top-up decisions to spend money in online games in the Bangkok Metropolitan Region, as there is no statistically significant relationship at the 0.05 level.