An analysis of Gen Z’s Purchase intention of Video Games within Metro Manila

Abstract

Advertisements are regarded as one of the most efficient ways in which a brand can send a message to its customers. More than this, advertisements are also the easiest way in which consumers are able to know more about certain products and services offered by companies that are available in the market. It is because of the effectiveness of advertisements in creating consumer demand that companies invest large sums of money in advertising. As the world continues to structurally shift from traditional to digital media, companies are now integrating social media advertising activities and strategies into their business models. This study identifies three variables that can potentially affect Gen Z’s purchase intention towards video games, such as product trust, consumer attitude towards targeted advertising, and social media advertising activities. A Structural Equation Modelling was used for this study to determine the relationships between the variables that contribute to the overall purchase intention of Gen Z’s towards video games.