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20(8)2025 (IN PRESS)

Các yếu tố ảnh hưởng đến việc mua hàng hóa ảo trong game bắn súng dựa trên lý thuyết trạng thái dòng chảy


Tác giả - Nơi làm việc:
Nguyễn Hoàng Phú - Trường Đại học Quốc tế, Thành phố Hồ Chí Minh Đại học Quốc gia Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Mã Văn Khôi - Trường Đại học Quốc tế, Thành phố Hồ Chí Minh Đại học Quốc gia Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Nguyễn Trọng An - Trường Đại học Quốc tế, Thành phố Hồ Chí Minh Đại học Quốc gia Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Nguyễn Huỳnh Cẩm Tú - Trường Đại học Quốc tế, Thành phố Hồ Chí Minh Đại học Quốc gia Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Tác giả liên hệ, Email: Mã Văn Khôi - khoimavan@gmail.com
Ngày nộp: 27-12-2024
Ngày duyệt đăng: 07-03-2025
Ngày xuất bản: 24-03-2025

Tóm tắt
Mục đích của nghiên cứu này là điều tra sự ảnh hưởng của một số yếu tố (tương tác xã hội, kỹ năng, thử thách, thành tích, sự chú ý tập trung) đến ý định mua hàng hóa ảo của game thủ trong game Counter Strike 2. Nghiên cứu này cũng kiểm tra cách đạt được “trạng thái dòng chảy” (flow) tác động đến ý định mua hàng, với ý định sử dụng lâu dài đóng vai trò trung gian. Đặc biệt, ảnh hưởng của thái độ đối với hàng hóa ảo và giá trị tiền tệ khi trúng giải độc đắc đối với ý định mua hàng cũng được khám phá. Nghiên cứu sử dụng phương pháp PLS-SEM với dữ liệu được thu thập từ 330 người tham gia thông qua biểu mẫu Google, được phân phối trên các nền tảng mạng xã hội. Kết quả cho thấy tương tác xã hội, kỹ năng, sự chú ý tập trung có mối tương quan tích cực với trạng thái dòng chảy. Ngoài ra, ảnh hưởng của trạng thái dòng chảy đối với ý định mua hàng được tác động thông qua trung gian bán phần bởi ý định sử dụng lâu dài. Ngoài ra, thái độ đối với hàng hóa ảo (β = 0.288, p < 0.01) và giá trị tiền tệ khi trúng giải độc đắc (β = 0.399, p < 0.01) đã ảnh hưởng mạnh nhất đến ý định mua hàng.

Chỉ số JEL
C83; L86; M31; Z11

Từ khóa
lý thuyết trạng thái dòng chảy; phân tích PLS-SEM; trò chơi bắn súng góc nhìn thứ nhất (FPS); Việt Nam

Toàn văn:
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