Ethnocentrism in the Virtual World: When Nationalism Influences Purchase Intention in Video Game

  • Pachoke Lert-asavapatra College of Innovation and Management, Suan Sunandha Rajabhat University
  • Kittisak Jermsittiparsert Faculty of Education, University of City Island, Cyprus
  • Benya Whangmahaporn College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand
  • Opal Suwunnamek KMITL Business School, King Mongkut's Institute of Technology Ladkrabang, Thailand


Ethnocentrism, Video Game, Purchase Intention, Virtual World, Cultural Virtual Goods ,



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.

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