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

Chiao-Chen Chang and Yang-Chieh Chin
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Chiao-Chen Chang: National Dong Hwa University, Taiwan
Yang-Chieh Chin: Asia University, Taiwan

International Journal of Online Marketing (IJOM), 2011, vol. 1, issue 3, 29-37

Abstract: Social network sites (SNSs) are new communication channels with which people can share information. The main functions of SNSs, such as MySpace, Facebook, and Orkut, consist of displaying a user’s social contacts, enabling people to view each other’s social networks and search for common friends or interesting content. Social networks are also connected to gaming and it 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 game. The study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation and extrinsic motivation to explain usage intentions for social network games. The proposed model was tested with data collected from potential users of a social network game. 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.

Date: 2011
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