The Psycho-Social Causal Factors Affecting Intelligent Virtual Items in Online Games Consumption Behavior of Youths in Bangkok

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Panupong Kaewdoung
Saran Pimthong
Numchai Supparerkchaisakul

Abstract

Online games are entertainment services and there are also virtual items for players to purchase. Intelligent virtual items in online game consumption behavior help youth not to harm themselves and others. The objective of this study was to study the model of the relationship of the psycho-social causal factors correlation model to intelligent virtual items in online game consumption behavior. The sample consisted of 452 youths in Bangkok who consumed virtual items in online games for real money. The sampling was multistage and the data collected with a questionnaire. It was quality checked by Confirmatory factor analysis and had a construct reliability value of 0.78-0.95. The analysis of the structural equation modeling showed that the model fitted with the empirical data   = 267.77, df = 85, p <.001, RMSEA = 0.069, SRMR = 0.058, CFI = 0.094, GFI =. 0.935, NFI = 0.923 and /df = 3.105. The results showed that youth guidelines should encourage attitudes to consuming virtual items in online games along with online gaming awareness, thinking based on genuine and artificial value, locus of control, and to avoid friends who are bad role models in online games and encouraging parents to know how to properly control the game.

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Kaewdoung ภ., Pimthong ศ., & Supparerkchaisakul น. . (2021). The Psycho-Social Causal Factors Affecting Intelligent Virtual Items in Online Games Consumption Behavior of Youths in Bangkok. Warasan Phuettikammasat, 27(2), 78–98. Retrieved from https://so06.tci-thaijo.org/index.php/BSRI/article/view/248200
Section
Research Article

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