Investigation of the influence of in-game banner advertising value on the purchase intention for in-game virtual goods in Thailand
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บทคัดย่อ
A proliferation of online games has opened up new opportunities for digital advertisers, particularly through the rise of banner advertising. This study examines the impact of in-game advertising in online games on gamers' purchase intentions, using Ducoffe’s advertising value model as a theoretical framework. A confirmatory factor analysis was conducted to validate four key advertising value dimensions: Entertainment, Irritation, Credibility and Informativeness. Structural equation modeling was used to analyze data from a survey of 400 online gamers in Thailand. The results show that informativeness, entertainment, and credibility contribute significantly to the perceived value of in-game ads. Furthermore, it was found that this perceived advertising value has a positive effect on gamers’ intention to purchase virtual goods. These findings add to the body of knowledge in the advertising and gaming literature, and offer practical implications for digital marketers, game developers and online advertising platforms to improve the effectiveness of in-game ads in the gaming context.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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