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How to attract Chinese online game users: An empirical study on the determinants affecting intention to use Chinese online games

Liu Fan (School of Management/Management Research Institute, Kyung Hee University, Seoul, Korea)
Ja‐Chul Gu (Korea Institute of Industrial Technology (KIITECH), Cheonan, Korea)
Yung‐Ho Suh (SMEs Center, School of Management/Management Research Institute, Kyung Hee University, Seoul, Korea)
Sang‐Chul Lee (Department of Business Administration, Korea Christian University, Seoul, Korea)

Asian Journal on Quality

ISSN: 1598-2688

Article publication date: 15 June 2012

Abstract

Purpose

The purpose of this research is to develop and test a model explaining users’ intention to adopt online games in China. Through theories from diverse fields of information systems research, the authors aim to examine and validate antecedents of users’ intentions to play online games.

Design/methodology/approach

The model proposes subjective norms and perceived control as antecedents to technology acceptance model (TAM) related beliefs, while suggesting convenience of operator, reality of design, provision of information and sense of belonging as antecedents of flow. The authors study the causal relations between the antecedents and usage intention by using structural equation modeling (SEM) to test the causalities in the proposed model.

Findings

The results indicate that perceived usefulness (PU), perceived ease of use (PEOU), flow and subjective norms are direct predictors of Chinese online games users’ intentions. Subjective norm and sense of belonging are shown to be important predictors of PU, while provision of information reveals an important negative influence on PU. At the same time, system quality shows no significant influence on PU. Perceived control and convenience of operator are both antecedents of PEOU. Furthermore, except for the sense of belonging, the proposed four antecedents of flow are tested for their effect on PU.

Originality/value

This research systematically includes relevant antecedents in MIS research to test online game users’ intention to adopt online games. It also provides some managerial insights that can guide Chinese online game companies to improve their games to attract users, and help foreign online game companies to make strategic plans to enter the huge Chinese online game market.

Keywords

Citation

Fan, L., Gu, J., Suh, Y. and Lee, S. (2012), "How to attract Chinese online game users: An empirical study on the determinants affecting intention to use Chinese online games", Asian Journal on Quality, Vol. 13 No. 1, pp. 7-21. https://doi.org/10.1108/15982681211237798

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited