Game Marketing Models Affecting Consumer Purchase Decision in Thailand

Abstract

This study aims to examine: (1) the game marketing models that influence consumers’ game purchase decisions in Thailand, (2) the promotional strategies that impact those decisions, and (3) the psychological factors affecting consumers’ decisions to purchase games. A quantitative research methodology was applied, collecting data from 400 respondents who had experience purchasing or spending money in games. The data were gathered using an online questionnaire and selected through purposive sampling. The research instrument, a questionnaire, was validated by experts for content validity and tested for reliability using Cronbach’s Alpha, which yielded a high reliability score of 0.852. Data were analyzed using descriptive statistics (means and percentages) and inferential statistics, including t-tests, F-tests, and multiple regression analysis to explore the relationships and influences of independent variables on consumer purchasing decisions. The findings and statistical analysis were used to test the hypotheses and propose suitable game marketing strategies aligned with Thai consumer behavior. The results are expected to benefit game developers, marketers, and stakeholders within the gaming industry.