Tingkah Laku Pengguna terhadap Pembelian Cardfight!! Vanguard: Tumpuan kepada Komuniti Pemain di Malaysia

Muhammad Hadzran Md Anuar; Asmadi Hassan

doi:10.22452/IJEAS.vol14no2.6

Authors

Muhammad Hadzran Md Anuar Faculty of Arts and Social Sciences, Universiti Malaya
Asmadi Hassan Department of East Asian Studies, Faculty of Arts and Social Sciences, Universiti Malaya, Malaysia

DOI:

https://doi.org/10.22452/IJEAS.vol14no2.6

Abstract

Trading Card Games (TCGs) like Cardfight!! Vanguard have transcended mere entertainment, evolving into a significant medium for social and economic interaction, particularly within the context of influential Japanese popular culture in Malaysia. This study investigates the consumer purchasing behavior of Cardfight!! Vanguard cards based on five user selection values: functional, social, epistemic, conditional, and emotional. Utilizing a quantitative approach with an online questionnaire administered to 115 members of the Malaysian Cardfight!! Vanguard community, the research identifies platform preferences, purchase rationales, and player motivations. Findings indicate that functional (competitive deck building) and emotional (collection completion) values are the primary purchase drivers. Social value, influenced by community and peers, is also significant. Epistemic value reflects an interest in exploring new strategies, while conditional value is prominent during promotions or tournaments. Overall, purchasing behavior is a blend of rational and emotional motivations. This research offers actionable insights for stakeholders, including distributors, marketers, and producers to design more focused and effective business strategies aligned with these five user selection values.

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