Marketing Factors that Affect the Decision to Purchase Game Online of the Generation Z in Bangkok

Abstract

          The objective of this study was to study the marketing factors that affect the decision to purchase game online of generation Z in Bangkok by studying NonProbability use sample selection with Convenience sampling. The sample of
Generation Z or Gen z consisted of 274 samples. The instrument was a questionnaire using convenience sampling on online that have Cronbach's alpha coefficient the over all confidence value is 0.874. The statistics used in this analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research showed that most of the samples were male 50.7 percent, aged 19- 21 years 58.0 percent, bachelor degree education 67.5 percent, earning less than or equal to 15,000 baht 61.3 percent, and were students 74.5 percent. The 21.9 percent played FPS action game, 35.0 percent of respondents played game 2-3 hours per day, and 52.9 percent payed per week less than 100 baht. The Marketing Factors that influence buying decision game online of Generation Z in Bangkok, included product, distribution channel, price, and specific of service quality. All 4 factors together could predict the purchasing game online at a rate of 66.6 percent. The Predictive Equation could be constructed in Unstandardized score, and Standardized score by Enter technique as follows:   The Predictive Equation in Unstandardized score: = .530 + .2(X₁) + .129(X₂) +.186(X₃) + .169(X₆) ; R²= 0.666                      The Predictive Equation in Standardized score : = .181(Z₁) + .151(Z₂) + .196(Z₃) +.196(Z₆)