The Effect of User Experience of Board Game 'In Our Shoes' on Consumer Purchase Intention through Empathy and Awareness as Mediation Variables (Study on People with Disabilities at Sainampeung High School, Thailand for the Period March-May 2026)

Novanda Akbar Dwiyanto; Tias Andarini Indarwati

doi:10.5281/zenodo.21670861

Authors

Novanda Akbar Dwiyanto Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia Author
Tias Andarini Indarwati Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Surabaya, Indonesia Author

DOI:

https://doi.org/10.5281/zenodo.21670861

Keywords:

User Experience, Empathy, Awareness, Purchase Intention, Board Game, People with Disabilities, SEM-PLS

Abstract

This study aims to analyze the effect of User Experience on consumers’ Purchase Intention toward the In Our Shoes board game through Empathy and Awareness as mediating variables. A quantitative approach was employed using a survey of students at Sainampeung High School, Thailand, who had played the board game. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that User Experience has a positive and significant effect on Empathy, Awareness, and Purchase Intention. Empathy and Awareness also positively and significantly affect Purchase Intention. Furthermore, both variables significantly mediate the relationship between User Experience and Purchase Intention. These findings suggest that a positive gameplay experience can enhance understanding and concern for disability issues while increasing consumers’ intention to purchase the In Our Shoes board game.

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