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http://dx.doi.org/10.5762/KAIS.2014.15.4.2104

An Empirical Study on Continuous Usage Intention towards Mobile Social Network Game  

Kang, Tae-Cheol (Dept. of Business Administration, Jeju National University)
Kim, Hyoung-Gil (Dept. of Business Administration, Jeju National University)
Cho, BooYun (Dept. of Business Administration, Jeju National University)
Hyun, Min-Cheol (Dept. of Business Administration, Jeju National University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.4, 2014 , pp. 2104-2111 More about this Journal
Abstract
This paper explores the framework in which MSNG(Mobile social network game) service providers' strategies to enhance users' intention of continuous usage. Users' perceived values have been considered as the key factors to solicit MSNG user's intention. Moreover, we suggest flow(user's psychological immersion to MSNG) as a mediator variable to inflame users' intention. Results based on 431 respondents shows that MSNG service providers' strategies(i.e., functional, emotional, and social values) directly influence users' intention to use, while those independent variables also show positive relationships towards dependent variables. So we can identify that the efforts to elaborate the users' perceived values are meaningful strategies of MSNG service providers. Also, user's psychological change(i.e. "flow" in this study) is the essential to mediate between MSNG service provider's strategies and building users' intention to use for that MSNG.
Keywords
Mobile Social Network Game(MSNG); Functional Value; Emotional Value; Social Value; Flow; Continuous usage Intention;
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