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Investigating the Mediating Role of Perceived Playfulness in the Acceptance of Hedonic Information Systems

Jason Rutter - Tue, 09/02/2010 - 14:25
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New entry in Digiplay games research bibliography:

With the proliferation of hedonic information systems, understanding users' acceptance of hedonic information systems has become a new topic for practitioners and academics. While perceived playfulness or perceived enjoyment has been found to have a significant influence on the behavioral intention to use hedonic information systems, little research has been conducted to Investigate empirically the antecedents of perceived playfulness and the mediating role that perceived playfulness has in user acceptance of hedonic information systems. Thus, the main purpose of this study is to explore the mediating role of perceived playfulness in the psychological process of user acceptance of hedonic online game systems. Based on previous literature, two individual difference variables (i.e., computer self-efficacy and computer anxiety) and three system characteristics variables (i.e., challenge, feedback, and speed) were proposed as potential antecedents of perceived playfulness in the context of massive multiplayer online games. The results indicate that perceived playfulness plays a partial mediating role in the relationship of system characteristics and individual differences to behavioral intention. Both challenge and computer self-efficacy were found to have a significant influence on behavioral intention via perceived playfulness, with computer self-efficacy also having a direct influence on behavioral intention. Computer anxiety, however, was only found to have a direct influence on behavioral intention. Also, neither feedback nor speed was found to have a significant effect on perceived playfulness. The results of this study provide several important implications for research and practices of hedonic information systems/online game design and promotion.

Understanding the behavioural intention to play online games An extension of the theory of planned behaviour

Jason Rutter - Tue, 19/01/2010 - 08:26
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New entry in Digiplay games research bibliography:

Purpose - The purpose of this paper is to investigate whether flow experience, perceived enjoyment, and interaction affect people's behavioural intention to play online games and whether gender, age and prior experience have moderating effects on online game acceptance.Design/methodology/approach - This study extends the theory of planned behaviour (TPB) with flow experience, perceived enjoyment, and interaction to propose a theoretical model to explain and predict people's behavioural intention to play online games. This model is examined through an empirical study involving 458 participants using structural equation modelling techniques. In addition, a competing model based on the technology acceptance model (TAM) is proposed to evaluate whether TPB is more suitable than TAM to explain the use of online games. The two action-theoretical models are compared in terms of their predictive power and their practical utility.Findings - Although both models explain the players' intention to play online games very well, the extended TPB model provides a better fit and explanatory power. Notably, this study finds that flow experience is a more important factor than perceived enjoyment in influencing customer acceptance of online games. Further analysis reveals that gender is a key moderator of online game acceptance. Practical implications - Online game developers need to search for flow experience building strategies that might assist in engaging players. This study suggests that game developers should consider focusing more on establishing the interactions between players (social interaction) and online games (human-computer interaction) in their marketing strategies.Originality/value - This study is significant for two reasons. First, it synthesises the theory of planned behaviour with psychological and interaction factors and, second, it presents a blueprint for an entertainment-oriented technology acceptance model.

Consumer behavior in online game communities: A motivational factor perspective

Jason Rutter - Fri, 13/07/2007 - 08:09
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New entry in Digiplay games research bibliography:

The concept of online communities has been used to improve customers' loyalty in recent years. While studies on transaction community such as online auction have received more attention in the literature, entertainment community such as online game has seldom been addressed. This study applies the theory of reasoned action (TRA) and modifies the technology acceptance model (TAM) to propose a research model. An empirical study involving 356 subjects was conducted to test this model. The results indicate that customer loyalty is influenced by perceived enjoyment, social norms and preference. Perceived cohesion has an indirect impact on loyalty. In addition, the finding's practical implication suggests that community managers must overcome the problems users encounter, including suffering from an unstable system, malicious players and grief players.

Moderating effects of task type on wireless technology acceptance

Jason Rutter - Fri, 09/03/2007 - 21:01
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New entry in Digiplay games research bibliography:

The technology acceptance model (TAM) is one of the most widely used models of information technology (IT) adoption. According to TAM, IT adoption is influenced by two perceptions: usefulness and ease of use. In this study, we extend TAM to the mobile commerce context. We categorize the tasks performed on wireless handheld devices into three categories: (1) general tasks that do not involve transactions and gaming, (2) gaming tasks, and (3) transactional tasks. We propose a unified conceptual model for wireless technology adoption. In this model, task type moderates the effects of four possible determinants: perceived usefulness, perceived ease of use, perceived playfulness, and perceived security. We postulate that, under the mobile context, user intention to perform general tasks that do not involve transactions and gaming is influenced by perceived usefulness and perceived ease of use, user intention to play games is affected by perceived playfulness, and user intention transact is influenced by perceived usefulness and perceived security. A survey was conducted to collect data about user perception of 12 tasks that could be performed on wireless handheld devices and user intention to use wireless technology. Multiple regression analyses supported the proposed research model.

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