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http://dx.doi.org/10.14400/JDC.2017.15.9.415

The Effect of Perceived Enjoyment and User Characteristics on Intention of Continuous Use of Mobile Social Network Games: Focusing on Mediating Effect of Flow Experience  

Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
Publication Information
Journal of Digital Convergence / v.15, no.9, 2017 , pp. 415-425 More about this Journal
Abstract
The purpose of this study is to examine the effect of perceived enjoyment and user's characteristics on the intention of continuous use when users play social network games on a mobile device. In addition, the study empirically investigated the mediating effect of flow experience in this process. To fulfill the purpose, this study conducted a survey on 244 college students and collected data. When the collected data was analyzed, the followings were known. First, perceived enjoyment, and both self-efficacy and innovation propensity of user's characteristics turned out to have a positive (+) effect on the intention of continuous use in mobile social network game. Second, in the process, it was known that flow experience played a mediating role. These findings are expected to be useful data in developing game contents of high quality or making a marketing strategy for continuous improvement of online social network game industry. In addition, future studies are expected to generalize the research to various age groups.
Keywords
Social Network Game; Perceived Enjoyment; User Characteristics; Flow Experience; Continuous Use Intention;
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Times Cited By KSCI : 7  (Citation Analysis)
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