Citation

Liew, Tze Wei and Gan, Chin Lay and Tan, Su-Mae and Koh, Yoke Pei and Yeo, Sook Fern (2022) How Social Influence and Hedonic/Utilitarian Outcome Expectations Affect Continuance Intention to Play Online Games. In: 2022 International Conference on Digital Transformation and Intelligence (ICDI), 1-2 Dec. 2022, Sarawak, Malaysia.

Text 38.pdf - Published Version Restricted to Repository staff only Download (491kB)

Abstract

While online gaming has become immensely popular today, game developers and marketers face stiff competition. For gaming industries to remain profitable despite high development costs, they must promote players' continuance intention to play online games to accrue revenues via advertisement, subscription, and microtransactions. Drawing on the Social Cognitive Theory, the present research examines how social influence (Critical Mass and Subjective Norm) and personal cognition (Hedonic Outcome Expectations and Utilitarian Outcome Expectations) affect the continuance intention to play online games. Based on 150 valid responses from online gamers in Malaysia, the PLS-SEM analysis reveals that Hedonic Outcome Expectations and Utilitarian Outcome Expectations drive continuance intention to play online games. Continuance intention to play online games is not influenced by Critical Mass and Subjective Norm. Implications for research, game designers, and game marketers are discussed in this paper.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Online games , continuance intention , social influence , hedonic/utilitarian , critical mass , subjective norm
Subjects:	Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions:	Faculty of Business (FOB) Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	14 Mar 2023 03:23
Last Modified:	14 Mar 2023 03:23
URII:	http://shdl.mmu.edu.my/id/eprint/11224

Downloads

Edit (login required)