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Ethnocentrism in the Virtual World: When Nationalism Influences Purchase Intention in Video Game
Author(s)
Lert-Asavapatra, Pachoke
Jermsittiparsert, Kittisak
Srivardhana, Thongchai
Whangmahaporn, Benya
Date Issued
July 14, 2022
Type
Article
Abstract
Ethnocentrism is significant in numerous marketing research and implementation tactics for corporations and related agencies. This study contextualizes ethnocentrism in the video game industry, where game goods are infused with a nation's art and culture. This study aims to construct and test the coherence of a causal link model between ethnocentrism, attitudes, and purchase intention of virtual goods and in-app purchases of gaming items and the adulteration of national art and culture by the nation's people. Consumer Ethnocentrism affects Consumer Attitude and Purchase Intention, but there is no indirect effect via consumer attitude on purchase intention. This study advised business owners to use national art and culture as a strategy for game development and to produce game business products.
Citation
Przestrzen Spoleczna, 22(1), 161-180, 2022