What Factors that Could Influence Repurchase Intention of Video Game?

Abstract

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.

Keywords: Video Games, Customer Purchase Intention, Consumer Behavior.