Why do People Continue to Play Social Network Game (SNG)?: An Empirical Study by Social and Emotional Perspectives

Tzu-Hong Lin, Hsi-Peng Lu, Huei-Hsia Hsu, San-San Hsing and Tai-Li Ho
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Tzu-Hong Lin: Management College, National Taiwan University of Science and Technology, Zhongshan, Taipei, Taiwan
Hsi-Peng Lu: School of Management, National Taiwan University of Science and Technology, Da'an, Taipei, Taiwan
Huei-Hsia Hsu: Information Management, China University of Science and Technology, Nangang, Taipei, Taiwan
San-San Hsing: Business Administration Department, National Taipei College of Business, Da'an, Taipei, Taiwan
Tai-Li Ho: Department of Finance, China Institute of Technology, Nangang, Taipei, Taiwan

International Journal of E-Adoption (IJEA), 2013, vol. 5, issue 4, 22-35

Abstract: This study proposes a model constructed by affection perspective (PA theory) and social perspective to examine the determining factors of social network game (SNG) players' intentions on word-of-mouth and continue. Total 276 subjects were conducted to test this model. The results demonstrate that interstate of arousal leads people to a higher level of continuing to use on SNG. Moreover, word-of-mouth had significant impact on continue to use, which showed that the impact of the dimension of continue to use on the word-of-mouth. It was found that sharing was a key factor on determining a player's intentions to word-of-mouth and continuous use on social network game. Through the increasing stickiness and word-of-mouth for SNG, the games providers could create the higher value from loyal customers. This paper contributes to an insight of the effects of players' intentions on word-of-mouth and continuance to use on SNG.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:5:y:2013:i:4:p:22-35

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