CAUSAL RELATIONSHIP MODEL OF ACCEPTANCE AND USE OF TECHNOLOGY WHICH AFFECT THE DIGITAL GAME PURCHASING BEHAVIOR VIA THE PLAYSTATION STORE FOR THE GAME CONSOLES IN THAILAND

Abstract

The main objective of this research was to study the Causal relationship model of acceptance and use of technology which affect the digital game purchasing behavior via the PlayStation Store for the game consoles in Thailand and to conform with the empirical information was developed. This idea according to the theory of the acceptance and the using of the technology, UTAUT (Unified Theory of Acceptance and Use of Technology) this has been brought to use as the prototype model frame of this research. The sample group was the people who had experienced in the usability of PlayStation Store. This required the purchasing of the games in the form of the digital downloading in Thailand 400 people provide the information. This would be came from Simple Random Sampling of people who had experienced in the usability of PlayStation Store. The online questionnaire in the rating scale for 7 levels were used. The techniques of analyzing the equation model of the structure and the use of the software package. The model in contained 6 elements such as: 1) Performance Expectancy, 2) Effort Expectancy, 3) Social Influence, 4) Facilitating Conditions, 5) Behavioral Intention and 6) Use Behavior. The results is appeared that the model of the Causal relationship model of acceptance and use of technology which affect the digital game purchasing behavior via the PlayStation Store for the game consoles in Thailand. This is found that the model has the consistency with the empirical information quite well by this has The Chi-Square statistic (χ²) = 405.429, the degree of freedom (df) = 292, the CMIN/DF = 1.388, the GFI = 0.940, The AGFI = 0.904, the SRMR = 0.075 and the RMSEA = 0.031, respectively The finding shown that the variables in the model can explain the variance of the purchasing. It was found that the model had the direct influence and indirect influence of the route coefficient with the significant statistic. The expected benefits that will receive from the research were; it can be used as the guideline in the development of similar applications; and online stores.