Understanding the behavioural intention to play online games_An extension of the theory of planned behaviour.pdf

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1、Thecurrentissueandfulltextarchiveofthisjournalisavailableatwww.emeraldinsight.com/1468-4527.htmBehaviouralUnderstandingthebehaviouralintentiontoplayintentiontoplayonlinegamesonlinegamesAnextensionofthetheoryofplannedbehaviour849Ming-ChiLeeRefereedarticlerec

2、eivedDepartmentofComputerScienceandInformationEngineering,9July2008ApprovedforpublicationNationalPingtungInstituteofCommerce,PingtungCity,Taiwan18May2009AbstractPurposeThepurposeofthispaperistoinvestigatewhetherflowexperience,perceivedenjoyment,andinteractio

3、naffectpeoplesbehaviouralintentiontoplayonlinegamesandwhethergender,ageandpriorexperiencehavemoderatingeffectsononlinegameacceptance.Design/methodology/approachThisstudyextendsthetheoryofplannedbehaviour(TPB)withflowexperience,perceivedenjoyment,andinteracti

4、ontoproposeatheoreticalmodeltoexplainandpredictpeoplesbehaviouralintentiontoplayonlinegames.Thismodelisexaminedthroughanempiricalstudyinvolving458participantsusingstructuralequationmodellingtechniques.Inaddition,acompetingmodelbasedonthetechnologyacceptance

5、model(TAM)isproposedtoevaluatewhetherTPBismoresuitablethanTAMtoexplaintheuseofonlinegames.Thetwoaction-theoreticalmodelsarecomparedintermsoftheirpredictivepowerandtheirpracticalutility.FindingsAlthoughbothmodelsexplaintheplayersintentiontoplayonlinegamesver

6、ywell,theextendedTPBmodelprovidesabetterfitandexplanatorypower.Notably,thisstudyfindsthatflowexperienceisamoreimportantfactorthanperceivedenjoymentininfluencingcustomeracceptanceofonlinegames.Furtheranalysisrevealsthatgenderisakeymoderatorofonlinegameacceptance

7、.PracticalimplicationsOnlinegamedevelopersneedtosearchforflowexperiencebuildingstrategiesthatmightassistinengagingplayers.Thisstudysuggeststhatgamedevelopersshouldconsiderfocusingmoreonestablishingtheinteractionsbetweenplayers(socialinteraction)andonlinegame

8、s(human-computerinteraction)intheirmarketingstrategies.Originality/valueThisstudyissignificantfortworeasons.First,itsynthesisesthetheoryofplannedbehaviourwithpsychologicalandinteractionfactorsand,second