FACTORS THAT INFLUENCE PURCHASE INTENTION OF VIDEO GAMES IN PHYSICAL FORMAT AMONG THAI PLAYSTATION 5 OWNERS

Purpose: The purpose of this research is to identify factors that influence Thai PlayStation 5 owners’ purchase intention of video games in physical format. along with identifying which factors have the most influence on purchase intention of video games in physical format. Research Design, Data and Methodology: This research utilized secondary data to construct new conceptual frameworks based on frameworks and theories from previous researches. This research also gathers primary data from 387 Thai PlayStation 5 owners who prefer purchasing video games in physical format. Findings: Product aesthetics and sentimental value are found to have a significant influence on purchase intention of Thai PlayStation 5 owners on video games in physical format. On the other hand, sense of ownership and social influence do not have an influence on purchase intention in this research. Research limitations: The scope of this research is limited as the researcher only focuses mainly on PlayStation 5 owners in Thailand which future research could expand and explore on other variables and consumers in different countries and cultural backgrounds. Originality: While many research focuses on digital consumption for video games, this research explores how sense of ownership, product aesthetics,social influence, and product aesthetics influence the purchase intention of Thai PlayStation 5 owners and provide insights on consumer behavior which will benefit game developers and marketers.