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Measuring Satisfaction and Purchase Intention of Art Major Students Towards Mobile Games: A Case of Public Universities in Chongqing, China |
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| รหัสดีโอไอ | |
| Creator | Jinghao Yang |
| Title | Measuring Satisfaction and Purchase Intention of Art Major Students Towards Mobile Games: A Case of Public Universities in Chongqing, China |
| Publisher | Assumption University Press |
| Publication Year | 2568 |
| Journal Title | The Scholar: Human Sciences |
| Journal Vol. | 17 |
| Journal No. | 1 |
| Page no. | 283-291 |
| Keyword | Mobile Games, Purchase Intention, Perceived Compatibility, Perceived Value, Satisfaction |
| URL Website | http://www.assumptionjournal.au.edu/index.php/Scholar/article/view/7920 |
| Website title | The Scholar: Human Sciences |
| ISSN | 2586-9388 |
| Abstract | Purpose This study explores the factors impacting the purchase intention of mobile games for art major students in Public Universities in Chongqing, China. Research design, data, and methodology: The researcher employed a quantitative approach to collect sample data from the target population, utilizing a questionnaire. Before distributing the questionnaire, the Item-Objective Congruence and conducted a pilot test to ensure content validity and reliability were employed. To validate the model s goodness of fit and confirm the causal relationship among variables for hypothesis testing, we analyzed the data using Confirmatory Factor Analysis and Structural Equation Modeling. Results: All six hypotheses in this study were consistent with the research objectives. Satisfaction and perceived value were the strongest predictors of purchase intention for mobile games. Perceived value is influenced by perceived enjoyment, social influence, perceived compatibility, and usefulness. The study found that its conceptual model can predict and explain college students' purchase intention on mobile games. Satisfaction and value were identified as key predictors and preconditions of mobile game purchase intention. Conclusions: This study suggests that mobile game developers and marketers of mobile games should focus on improving the perceived compatibility of mobile games. This will help students think the system is valuable and intend to purchase mobile games. |
