Consumers’s Awareness of Marketing Strategy Influencing Acceptance Behaviors of Consumers of Games in Thailand.

Abstract

The primary objective of this study is to 1) study the marketing communication strategies employed by game developers in an attempt to target  game consumers in Thailand, 2) examine the relationship between demographic factors of consumers and their perception of marketing communication strategies of mobile game businesses, and 3) investigate the relationship between marketing communication strategies and consumer acceptance of mobile games in Thailand. The qualitative population includes companies or individuals, brand ambassadors, and streamers. The quantitative population consists of 400 randomly sampled consumers who play mobile games in Thailand.

The research utilized a set of questionnaires with a reliability coefficient or IOC value greater than 0.5 and a confidence level of 0.942. Statistical analyses included percentages, means, standard deviations, and chi-square tests.

The findings from the study are as follows:

The average level of awareness among consumers regarding marketing communication strategies of mobile games is moderate.

1) The most effective strategies in reaching consumers are direct selling/streaming, followed by promotion-based sales strategies, and the least effective is  advertising via online media.

2) Significant demographic factors influencing consumer perception of marketing communication strategies in mobile game business include age, average monthly income, and occupation, with a statistical significance level of 0.05.

3) Significant consumer behaviors related to the perception of marketing communication strategies in mobile game business include the frequency of playing per week, the gaming platform used, time of day, level of  expertise,  source of fund for making purchases, amount spent  on purchasing skins, in-game costumes, accessories, and collectibles, all with a statistical significance level of 0.05.