The Impact of Consumer Ethnocentrism, the Seeking of Novelty, and the Authenticity on Attitude and Purchase Intention of Thai Cultural In-app Purchasing in Video Game
Keywords:
Game Product,, E-wom, Attitude,, Purchase IntentionAbstract
The purpose of this research is to develop and examine a causal relationship model between electronic word-of-mouth (eWOM) communication and its influence on attitudes and purchase intentions towards video game products infused with consumer authenticity in Thailand. Additionally, the study aims to investigate the direct, indirect, and overall effects between eWOM communication and its influence on attitudes and purchase intentions towards video game products containing elements of authenticity from the consumer's perspective in Thailand. A sample size of 400 respondents was determined, and the data were analyzed using statistical software to assess the alignment between the empirical data and the structural equation model (SEM) developed based on a literature review.
The results of the structural equation model analysis indicate consistency with the empirical data, with goodness-of-fit indices as follows: CMIN/df = 2.329, GFI = 0.904, NFI = 0.901, RFI = 0.915, IFI = 0.919, TLI = 0.940, CFI = 0.928, and RMSEA = 0.067. The hypothesis testing results reveal that consumer ethnocentrism and authenticity have both direct and indirect effects on attitudes and purchase intentions towards in-game supplementary products, with statistical significance at the 0.001 level.
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