WHAT FACTORS THAT COULD INFLUENCE REPURCHASE INTENTION OF VIDEO GAMES
The aim of this study is to investigate the underlying factors that could lead to customer intention to repurchase video game. The study followed a model based on the improved theory of Technology Acceptance Model using perceived enjoyment and perceived ease of use variables, along with the theor...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61054 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The aim of this study is to investigate the underlying factors that could lead to customer
intention to repurchase video game. The study followed a model based on the improved theory
of Technology Acceptance Model using perceived enjoyment and perceived ease of use
variables, along with the theory of customer engagement which consists of cognitive
engagement, affective engagement, and behavioral engagement variables. In this study, the
author used quantitative research survey method. The data was collected using non-probability
convenient sampling towards customers that have experience of playing video game as the
participants. The data was analyzed using SPSS 25 statistical analysis. As the result, all
variables generate acceptable values for their reliability, validity, and classical assumption test.
Furthermore, multi linear regression analysis found that perceived enjoyment, cognitive
engagement, and affective engagement significantly influence repurchase intention of video
game; while the relationship between perceived ease of use and behavioral engagement with
repurchase intention are not significant |
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