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

Chiao-Chen Chang, Yang-Chieh Chin

Research output: Contribution to journalArticle

Abstract

Social network sites (SNSs) are new communication channels with which people can share information. Social networks are also connected to gaming. Hence, gaming 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 games. The present study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation (i.e., perceived enjoyment) and extrinsic motivation (i.e., perceived ease of use and perceived usefulness) to explain usage intentions for social network games. 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. These findings may be generally applicable to service providers, current users, and potential users. Practical and research implications are also offered. Annual Conference on Innovations in Business & Management London, UK, 2011 The Center for Innovations in Business and Management Practice 2
Original languageEnglish
Pages (from-to)29-37
JournalInternational Journal of Online Marketing
Volume1
Issue number3
Publication statusPublished - 2011
Externally publishedYes

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Network games
Extrinsic motivation
Social networks
Intrinsic
Gaming
Personal innovativeness
Innovation
Intrinsic motivation
Communication channels
Information share
Service provider
Multivariate analysis of variance
Perceived ease of use
Perceived usefulness
Business practices
Technology acceptance model
Factors
Perceived enjoyment
Multiple regression analysis
Intention to use

Cite this

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title = "Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic Motivation Theory Perspective",
abstract = "Social network sites (SNSs) are new communication channels with which people can share information. Social networks are also connected to gaming. Hence, gaming 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 games. The present study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation (i.e., perceived enjoyment) and extrinsic motivation (i.e., perceived ease of use and perceived usefulness) to explain usage intentions for social network games. 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. These findings may be generally applicable to service providers, current users, and potential users. Practical and research implications are also offered. Annual Conference on Innovations in Business & Management London, UK, 2011 The Center for Innovations in Business and Management Practice 2",
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