THE EFFECTS OF PERCEPTION OF VISUAL ELEMENTS ON PURCHASE INTENTION OF NEW GAME APPLICATIONS OF THE SMARTPHONE USERS IN THAILAND
Keywords:Game Application, Visual Element, Smartphone, Game Developer
The use of smartphones has dramatically increased recently. This trend brings the opportunity for developers to create better mobile applications. To influence consumer purchasing intention, visual elements play an important role. This study provides empirical findings related to the effects of perception of visual elements on purchase intention of new game applications among the smartphone users in Thailand. At the time of conducting this study, a new game application called “Rabbids Big Bang” was selected for investigation. The survey data indicated strong support that visual elements including the application icon, the name of the application, the screenshots, the description page and the developer information could positively impact on purchase intention whereas the price button could negatively influence on purchase intention. In addition, the researchers found that male consumers assessed the reputation of the game developer at a higher level and indicated a higher level of purchase intention compared with female consumers. The researchers also found that the consumers who purchased more games perceived a cheaper price and rated the screenshots lower than those who purchased fewer games; however, they rated the compatibility higher and showed a higher level of purchase intention.
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