ปัจจัยที่มีผลในการสร้างความภักดีอิเล็กทรอนิกส์ต่อเกมอาโอวี

Authors

ผศ.ดร.บุหงา ชัยสุวรรณ, คุณกุลจิรา ฤกษ์ศิริรัตน์

Published

วารสารการสื่อสารและการจัดการ นิด้า

Abstract

The objectives of this research were to: study the Perceived Control over Character,
Psychological Ownership toward Character, Social Identity in the Guild, Motivation to play
RoV game and E-Loyalty toward the RoV game. This is quantitative survey collecting data by
questionnaire. The targeted population is both men and women who live in Thailand,
according to criteria of Purposive Sampling which specify the targeted person who using
service or playing RoV game, totally are 200 persons. Online questionnaire has random fault
equal to 0.05.
The study found that most targeted population is women, aged between
21 – 30 years old, level of education is Bachelor’s degree, occupation is student, have
income less than or equal to 10,000 THB per month, marital status is single, have every day
on the average for logging in RoV game and the peak time which has most players play RoV
game is 20:01-24:00 pm.
Due to factors affecting E-loyalty of RoV game found that the opinions of Perceived
Control over Character and E-Loyalty toward the RoV game was at high level and the
opinions of E-Loyalty with different gender, level of education, occupations and marital
status were significantly different. Additionally, the relationship between the Perceived
Control over Character, Psychological Ownership toward Character, Social Identity in the
Guild and Motivation to play RoV game was positively significant relationships with E-Loyalty
toward the RoV game at the statistical significance level of 0.001. However, Psychological
Ownership toward the Character and Motivation to play RoV game are only correlated and
the power to predict consumer E-Loyalty.

(2561). ปัจจัยที่มีผลในการสร้างความภักดีอิเล็กทรอนิกส์ต่อเกมอาโอวี. วารสารการสื่อสารและการจัดการ นิด้า, 4(2), 1-16.