Usage Behavior Online Game Application of People in Bangkok and Metropolitan

Abstract

The purposes of this research were to compare levels of technology acceptance using applications PlayStation Store and X Box live ; and to determine factors affecting behavior of using applications PlayStation Store and X Box live. Conceptual framework was based on Technology Acceptance Model (TAM) and network externality concept. Stratified random sampling technique was applied to select 335 application users to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear Regression model analysis. Research findings revealed that levels of technology acceptance of using application PlayStation Store were significantly higher those of application X Box live; and factors that significantly affected behavior of using applications PlayStation Store and X Box live consisted of Perceived Number of Cross platforms, Perceived Complement, Perceived Usefulness, Perceived Security, Attitude toward Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention and Usage Behavior