Identifying Factors Influencing Continuance Intention and Actual Behavior of Online Computer Games In Chongqing, China

Purpose: This research aims to identify the factors influencing students’ continuance intention and actual behavior of online computer games in Chongqing, China. Seven variables were used to construct a conceptual framework of this study including attitudes, utilitarian outcome expectations, hedonic outcome expectations, subjective norms, time constraint, continuance intention and actual behavior. Research design, data and methods: The data were collected from 500 participants. Nonprobability sampling were accounted, including judgmental sampling, quota sampling and convenience sampling. The index of item-objective congruence (IOC) and Cronbach's Alpha were assessed to approve validity and reliability before the data collection. Structural equation model (SEM) and confirmatory factor analysis (CFA) were applied in the statistical analysis, including goodness of fit indices, reliability and validity. Results: Attitude, utilitarian outcome expectation, hedonic outcome expectation, subjective norms, time constraints significantly influence continuance intention. Furthermore, the continuance intention has the strongest influence on the actual behavior of online computer games among students. Conclusions: Game developers and marketers are recommended to design and promote the features of online computer games to enhance users’ continuance intention and actual behavior

Why Do Players Stick to a Specific Online Game? The Users and Gratifications Perspective

Driven by the dominant Internet usage and the prospective profits from the game industry, especially from the thriving and robust free-to-play model of online games, there is a need to realize players’ behaviors. Playing online games is experienceoriented but rare studies further explore what reactions of initial (trial) experiences in game playing are and how they will further influence players’ behaviors. Uses and gratification theory can be seen in cases such as online games selection. Players select an online game not only to fit particular interests but also to attempt to show empowerment or other socially conscience motives. This study, therefore, seeks to explore the important antecedents (i.e. gratifications, presence, service mechanisms, and continuance motivation) of stickiness intention on the online game and examine the associated relationships among them. The implications of findings to both researchers and practitioners are also discussed

Determinants of Undergraduates’ Continuance Intention and Actual Behavior to Play Mobile Games In Chongqing, China

Purpose: The widespread use of the Internet and the increasing of sophisticated production of online games have brought great changes to the life of college students. Consequently, this paper examines the determinants of undergraduate student’s continuance intention and actual behavior to play online mobile games in Chongqing, China. The conceptual framework proposes causal relationships between attitudes, utilitarian outcome expectations, hedonic outcome expectations, subjective norms, time constraint, continuance intentions and actual behavior. Research design, data and methods: Data were collected from 500 undergraduate students in Chongqing. Nonprobability sampling were employed, including judgmental sampling, quota sampling and convenience sampling. Before the data collection, the index of item-objective congruence (IOC) and Cronbach's Alpha were applied to approve validity and reliability. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used for data analysis, including model fit, reliability and validity. Results: Attitude, utilitarian outcome expectation, hedonic outcome expectation, subjective norms, time constraints significantly influence continuance intention. Furthermore, the continuance intention has the strongest influence on the actual behavior of mobile games among students. Conclusions: All hypotheses were proved to be consistent with the research objectives. The results from this study will be useful for mobile game developers and marketers in formulating appropriate applications that will attract more consumers

What Factors that Could Influence Repurchase Intention of Video Game?

The aim of this study is to investigate the underlying factors that could lead to customer intention to repurchase video game. The study followed a model based on the improved theory of Technology Acceptance Model using perceived enjoyment and perceived ease of use variables, along with the theory of customer engagement, which consists of cognitive engagement, affective engagement, and behavioral engagement variables. In this study, the author used quantitative research survey method. The data was collected using non-probability convenient sampling towards customers that have experience of playing video game as the participants. The data was analyzed using SPSS 25 statistical analysis. As the result, all variables generate acceptable values for their reliability, validity, and classical assumption test. Furthermore, multi linear regression analysis found that perceived enjoyment, cognitive engagement, and affective engagement significantly influence repurchase intention of video game; while the relationship between perceived ease of use and behavioral engagement with repurchase intention are not significant. Keywords: Video Games, Customer Purchase Intention, Consumer Behavior

Exploring the Empirical Link Between Game Features, Player Motivation, and Game Behavior

This research-in-progress paper aims to propose a framework for predicting use continuance and subsequent in-game purchases in the context of online, free-to-play (F2P) mobile games. Using previous games research, we first propose Perceived Enjoyment (PE) and Use Continuance (UC) as the key predictors of Purchase Intention (PI). However, in order to extend the extant literature and generate practical insights for game developers into how to enhance the level of PE and UC generated by their games, we further explore the relations between a set of technical game features and their impact on users’ motivations for playing online F2P mobile games. Specifically, we look at three groups of features—connect, bonding, and share-in features—and test their effect on three key motivations underpinning perceived enjoyment in the context of digital game play, namely Achievement, Social, and Immersion motivations. Using data from a scenario-based questionnaire, our findings show that although all three motivations—Achievement, Social, and Immersion—result in greater enjoyment, and in turn, use continuance and purchase intention, only a single technical feature of the games—namely the share-in feature—triggers greater perceived immersion motivation. Implications for theory and practice are discussed

A Study of Player Behavior And Social Influences to Purchase Intention Mobile Legends: Bang Bang In-Game Item

Purpose: This quantitative study aims to analyze the interest in buying items and skins in the online game Mobile Legends in Indonesia, especially in East Java Province by looking at the psychological and social factors of game players. Player behavior is a psychological factor and social factors are social influence variables. Design/methodology/approach: The number of samples in this study was 310, the sampling method used purposive sampling. Respondents are active Mobile Legends game players who have participated in answering our research questionnaire. The data collection method uses online questionnaire distribution using Google Forms. Measurement of data using answers with a Likert scale of 1 to 10 with 1 point strongly disagree and 10 points strongly agree. Data were analyzed using the PLS-SEM method using Smart PLS 3.0 software. Findings: Player behavior includes achievement, challenge, escapism, and social interaction. Social influences consist of network externality and community involvement. The results of our research show that player behavior consists of achievement, challenge, escapism, and social influences such as network externality, and community involvement have a significant positive effect on Purchase Intention. Originality/value: This study explores the purchase intention of virtual item in the mobile legends game using the uses and gratifications theory (U&G). The application of U&G theory is seen from the behavior of the players. Social influences is also applied to see the influence from outside the players

The Loyalty of Players in Online Streaming Games in Thailand

Purpose- The research aims to get a deeper insight into the factors that impact players’ loyalty to online streaming games in Thailand. Design/Methodology/Approach- The methods include research design, sampling plan, Questionnaire design, pilot test, validity check for the questionnaire, Methods to gather the data and its procedures, and the statistical treatment of the data. The research also made a new conceptual framework based on 3 frameworks from previous related studies. Findings - The loyalty to online streaming games in Thailand has factors that impact it. Such factors or independent variables are gaming intensity, experience, avatar identification, and flow. Loyalty is the dependent variable. The results show that all the independent variables are significant and impact players’ loyalty to online streaming games in Thailand. Research Limitations/Implications –The main limitation was the COVID-19 pandemic; as most people stay at home and practice social distancing, it was somewhat hard to collect data personally. The research on gaming topics is also quite new, so the researchers could not dig too deep into the case. Originality/value- The study is about the loyalty of players in online streaming games in Thailand and the important factors that impact it

Online users' behaviours and behavioural intentions with reference to live streaming : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy at Massey University, Albany, New Zealand. EMBARGOED until 26 March 2023.

Embargoed until 26 March 2023Live streaming, as a new medium, allows users to participate in real-time interaction. It has attracted a large number of online users, and become a new social commerce venue and lucrative business, especially in China where the live streaming industry is growing explosively and is the largest in the world. This thesis aims to comprehensively investigate users’ behaviours and behavioural intentions in live streaming through both qualitative and quantitative approaches using the Chinese live streaming as an example. This thesis contains four studies to investigate from both streamers’ and viewers’ aspects. Firstly, we conducted two qualitative studies to investigate users’ online behaviours in the social commerce practice in live streaming by exploring how streamers attract viewers (Chapter 2) and encourage gifting (Chapter 3). Novel multiple triangulation was used, including data source triangulation and methodological triangulation. Through multiple triangulation, three behaviours for viewer attraction and four behaviours for gifting encouragement were identified. These two chapters help to comprehensively understand streamers’ online behaviours in this new form of social commerce. Next, we conducted two quantitative studies to explore why viewers continue to watch streams (Chapters 4 and 5). Based on expectation-confirmation theory (ECT), in Chapter 4, we modified the post-acceptance model of information system continuance and re-defined the constructs in a structural equation model of predictors of continuance intention of watching live streams. Chapter 4 successfully connects intention and continuance intention of watching, and integrates disparate understandings of viewers’ watching behaviours. To solve the deficiencies identified in current ECT-based models and further increase the explanation of variance in continuance intention of watching, in Chapter 5, we proposed a value-based continuance intention model (V-ECM), which theoretically extends ECT-based studies by including a process of overall practical assessment between users’ perceived benefits and perceived sacrifices. V-ECM appears to be a better model for explaining users’ continuance intention in the stream-watching context. Also, V-ECM could be used broadly in online and/or technology-related fields. Overall, this thesis comprehensively investigates both streamers’ and viewers’ behaviours and behavioural intentions in live streaming. Insights from this thesis can improve the design, functions and marketing within live streaming platforms. Also, this thesis provides strong foundations for further online behaviour studies, for example, stream-watching addiction

Competition Makes Persistence? Investigating Antecedents Of Mobile Gamer’s Continuous Play Intention

This study investigates how the competition factor affects the continue play intention in mobile games, with considering perceived enjoyment, switching cost, perceived justice constructs and the modification of self-efficiency. About 500 game players will be surveyed to measure the effects of competition factor and its interaction with other constructs. The expected contribution includes the hints for game makers to design games with considering the perception of player’s competition, and make a balance between the perception competition and other factors such as enjoyment

Consumers’ perception on Islamic home financing: empirical evidences on Bai Bithaman Ajil (BBA) and diminishing partnership (DP) in Malaysia

The Bai Bithaman Ajil (BBA) or Deferred Installment Sales facility is the most predominant mode of home financing in Malaysia since the introduction of Islamic banking in 1983. It is based on the debt financing where the bank buys the property from the customer and sells it back to the customer inclusive of profit. Customers make repayments at end of each month. This research examines the impact of using the prevailing debt concept which is claimed to have caused high price, customers‟ dissatisfaction, injustice and criticism by international scholars. In order to address these issues an alternative concept known as Musharakah Mutanaqisah or the Diminishing Partnership (DP) is also examined. In DP, bank and customers purchase the house jointly. The bank leases the house to the customers and rental payments are shared between them based on profit sharing ratio. The customer redeems the bank‟s share on monthly basis until full settlement after which the house is transferred to the customer. The study investigates the perceptions of customers between BBA and DP home financing products. A survey questionnaire was conducted on 300 owners and potential house owners to gauge their features and operations. The result of paired t–test indicated significant differences between these two products. DP home financing is a viable alternative to BBA home financing measured from the descriptive results and hypothesis testing. The actual implementation of DP is a challenge for the banks and requires a paradigm shift from their present role as traditional financiers