Understanding the behavioural intention to play online games
- 25 September 2009
- journal article
- Published by Emerald in Online Information Review
- Vol. 33 (5), 849-872
- https://doi.org/10.1108/14684520911001873
Abstract
Purpose – The purpose of this paper is to investigate whether flow experience, perceived enjoyment, and interaction affect people's behavioural intention to play online games and whether gender, age and prior experience have moderating effects on online game acceptance. Design/methodology/approach – This study extends the theory of planned behaviour (TPB) with flow experience, perceived enjoyment, and interaction to propose a theoretical model to explain and predict people's behavioural intention to play online games. This model is examined through an empirical study involving 458 participants using structural equation modelling techniques. In addition, a competing model based on the technology acceptance model (TAM) is proposed to evaluate whether TPB is more suitable than TAM to explain the use of online games. The two action-theoretical models are compared in terms of their predictive power and their practical utility. Findings – Although both models explain the players' intention to play online games very well, the extended TPB model provides a better fit and explanatory power. Notably, this study finds that flow experience is a more important factor than perceived enjoyment in influencing customer acceptance of online games. Further analysis reveals that gender is a key moderator of online game acceptance. Practical implications – Online game developers need to search for flow experience building strategies that might assist in engaging players. This study suggests that game developers should consider focusing more on establishing the interactions between players (social interaction) and online games (human-computer interaction) in their marketing strategies. Originality/value – This study is significant for two reasons. First, it synthesises the theory of planned behaviour with psychological and interaction factors and, second, it presents a blueprint for an entertainment-oriented technology acceptance model.Keywords
This publication has 42 references indexed in Scilit:
- Exploring Chinese users’ acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theoryComputers in Human Behavior, 2009
- GameFlowComputers in Entertainment, 2005
- User acceptance of WAP services: test of competing theoriesComputer Standards & Interfaces, 2005
- E-commerce and the information marketCommunications of the ACM, 2001
- Assessing IT Usage: The Role of Prior ExperienceMIS Quarterly, 1995
- Accessibility and stability of predictors in the theory of planned behavior.Journal of Personality and Social Psychology, 1992
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin, 1988
- Evaluating Structural Equation Models with Unobservable Variables and Measurement ErrorJournal of Marketing Research, 1981
- Marketing Research: Methodological FoundationsJournal of Marketing Research, 1977