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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5102

Title: Perforamance Expectancy, Heonic Motivation, Perceived Ease of Use, Social Influence and Perceived Playfulness Affecting Purchase Decision of Gaming Items from the In-app Purchase og Gen Y in Bangkok
Authors: Amornrat Yuensuk
Keywords: Performance expectancy
Hedonic Motivation
Perceived ease of use
Social influence
Perceived playfulness
Issue Date: 2022
Publisher: Bangkok University
Abstract: The purpose of this study was to examine performance expectancy, hedonic motivation, perceived ease of use, social influence and perceived playfulness affecting purchase decision of gaming items from the in-app purchase of generation Y (gen Y) in Bangkok. The survey questionnaires were applied for data collection. The results found that the majority of 140 respondents were males with the ages between 25-28 years old. Most of them completed a bachelor’s degree and earned monthly incomes of 40,001-6,000THB. Additionally, the results revealed that hedonic motivation, social influence, and perceived playfulness were the three significant factors that affected purchase decision of gaming items from the in-app purchase of gen Y in Bangkok at the significance level of .05. On the other hand, performance expectancy and perceived ease of use did not affect purchase decision of gaming items from the in-app purchase of gen Y in Bangkok.
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2020
Advisor(s): Nittana Tarnittanakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5102
Appears in Collections:Independent Studies
Independent Studies - Master

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