Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic Motivation Theory Perspective

Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic Motivation Theory Perspective

Chiao-Chen Chang (National Dong Hwa University, Taiwan) and Yang-Chieh Chin (Asia University, Taiwan)
Copyright: © 2011 |Pages: 9
DOI: 10.4018/ijom.2011070103
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Abstract

Social network sites (SNSs) are new communication channels with which people can share information. The main functions of SNSs, such as MySpace, Facebook, and Orkut, consist of displaying a user’s social contacts, enabling people to view each other’s social networks and search for common friends or interesting content. Social networks are also connected to gaming and it is quickly becoming one of the most popular categories of applications on SNSs. The goal of this project is to gain insight into the factors that affect user intention to use a social network game. The study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation and extrinsic motivation to explain usage intentions for social network games. The proposed model was tested with data collected from potential users of a social network game. A multiple regression analysis and MANOVA analysis were then conducted to identify the key causal relationships. It is expected that personal innovativeness and personal involvement will have positive effects on intrinsic and extrinsic motivation and ultimately influence usage intentions with regard to social network games.
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Literature Review

Intention

Intention is an individual’s subjective likelihood of performing a specified behavior and is the major determinant of actual usage behavior (Ajzen, 1985; Ajzen & Fishbein, 1980; Yi et al., 2006). Service providers should encourage usage when users are willing to use social network application services and utilize them. Thus, it becomes necessary to probe users’ behavioral intentions with regard to social network games. In addition, this project, unlike previous research on the subject, distinguishes between user behavior and user intention.

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