รูปแบบการดำเนินชีวิตที่ส่งผลต่อทัศนคติและกระบวนการตัดสินใจซื้อสินค้าเสมือน

Abstract

The objectives of this survey were to study the 1) life styles 2) attitude toward virtual goods 3) consumer decision making process of virtual goods buyers in Bangkok. Questionnaires were used as a method to collect data from 400 virtual goods buyers, aged between 15-45 years old.

The results found as follows:

1) The lifestyles of virtual goods buyers in Bangkok were segmented into 4 groups; 1) Leaders 2) Followers 3) Adopters and 4) Outsiders

2) Attitude toward virtual goods was significantly related with the consumer decision making process.

3) Main purpose of buying virtual goods was to improve self and gain more level of avatar or character in game, while the platform of virtual goods was mostly in MMOs and Free-to-Play. Moreover the popular type of virtual goods among buyers was wearable.

4) The lifestyle of virtual goods buyers was significantly related with attitude toward virtual goods.

5) The lifestyle of virtual goods buyers was significantly related with decision making process toward the purchase of virtual goods.