Exposure Behavior and Gratification to “LifeAfter” Game
Keywords:
Exposure Behavior, Satisfaction, LifeAfter GameAbstract
The three main objectives of this research were to study namely: 1) the exposure behavior of LifeAfter players’ to the LifeAfter game in terms of information sources, channels of exposure, frequency of access, and motivation for gameplay; 2) players’ satisfaction with the LifeAfter game; 3) the relationship between the players’ exposure behavior and their satisfaction; and 4) differences between players’ exposure behavior and their satisfaction. This study used the approach of quantitative research methods. The study population consists of Thai players of the LifeAfter game. Since the total population size was unknown, therefore, the Cochran method rule was adopted whereby, a sample population of 400 players in Thailand who played LifeAfter game was selected using voluntary sampling method. The data collection tool was using questionnaire approach with a 95 percent confidence level. Data were analyzed using t-value, percentage, mean, standard deviation, ANOVA and Pearson’s correlation. The main results showed that 1) most of players reported that they heard about the game from online social media and played simply for entertainment purposes. Most often they played for 1-2 hours a day, 3-4 days per week, at 18:01pm-22:00 pm, and usually via smart phones. 2) Most of the players surveyed were very satisfied with the LifeAfter game in terms of gameplay, story, immersion, fun, amusement, freedom to use creative thinking, imagery and scenes, sound effects, personal satisfaction, and social interaction. 3) exposure to online information sources was positively correlated with player satisfaction at a statistically significant level 4) Players showed different levels of satisfaction with the LifeAfter game at statistically significant level of 0.05. with regards to different objectives for playing, different playing duration, different playing time, different levels of expenditure on in-game products and services, and different devices used to play the game
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