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Extending on flow theory, the purpose of this paper is to explore how interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) impact flow experience; this study also investigates how flow experience is related to replay intention. Furthermore, this is the first study to explore the relationship between perceived uncertainty and challenges in online gaming.

The proposed research model was empirically evaluated using survey data collected from online game players. The evaluation was conducted using partial least squares of structural equation modeling.

The findings revealed that flow experience was a significant predictor of replay intention. Four antecedents of flow (telepresence, focused attention, skills, and challenges) had a positive influence on flow experience. Interactivity (human-to-human interactivity and human-to-machine interactivity) and personal beliefs (perceived attractiveness, personal involvement, and perceived uncertainty) influenced these antecedents. Moreover, human-to-human interactivity exerted a greater impact on the flow experience antecedents than did human-to-machine-associated interactivity. This study reveals that human-to-human interactivity is most crucial to the effective development of online games. In addition, the author find that utilitarian motivations have positive moderating effects on the relationship between flow and replay intention. Finally, additional practical and managerial implications are discussed.

Few empirical studies have explored the moderating role of utilitarian motivations. This original study analyzed how utilitarian motivations moderate the relationships between flow and replay intention of online game players. Moreover, this is one of the first studies to explore the characteristic of uncertainty and its role in the context of online game playing.

The focus in this study is a model that predicts continuance intention of online multi-player games. In this integrated model, the social cognitive theory (SCT) lays out the foundation of two types of pre-use (pre-play) expectations, the flow theory captures the affective feeling with the game as a moderator for the effect from the two pre-use expectations, and subjective norm together with its associated antecedents cover a wide spectrum of social influences.

A questionnaire was designed and pre-tested before distributing to target respondents. The reliability and validity of the instrument both met the commonly accepted guidelines. The integrated model was assessed first by examining its measurement model and then the structural model.

The integration of cognitive, affective and social influence in this model explains a larger amount of variance compared to the competing models and existing studies.

Unlike a popular trend that studies predictors of online games from either cognitive or affect angle, the work looks at both together to study how their joint effect is related to continuance intention. This marks an important improvement as cognitive expectations derived from SCT captures the pre-use experience that may be influenced or swayed by sources including those that are inflated or incorrect. By studying flow as a moderator in conjunction with other sources of influence, the authors are able to further the understanding of how the pre-use expectations may be shaped by one's own experience.

A lack of differentiation in the function and appearance of web portals has led to fierce competition; attracting users' attention is no doubt the most important factor for portal success. This study aims to combine rational assessment factors and non‐rational assessment factors to examine their impact on the intended use of portals.

The research participants were individuals who have experience using web portals. A total of 215 valid questionnaires were collected. Structural equation modelling was used to test the research hypothesis.

This study is based on the technology acceptance model (TAM), a significant model in MIS research. The results show that all assessment factors have an impact on the intended use of web portals.

TAM emphasised perceived usefulness as the key determinant of user acceptance of technology. This study finds, however, that in the portal context, non‐rational assessment factors such as perceived playfulness and habit have more significant effects on users' intention than perceived usefulness.

The paper concludes that non‐rational assessment factors are important boundary conditions to the validity of the technology acceptance model. To attract users, web site designers should be more aware of aesthetics and the hedonic nature of web users.

This study has contributed to the original TAM by incorporating non‐rational assessment factors. It also validates this empirical model. The results of this study can help practitioners create a more successful business model and help researchers better understand user behaviour on the internet.

There has been an explosive growth of blog usage recently. However, little research has explored the forces motivating people to engage in blog activities. The purpose of this paper is to suggest that the driving forces to engage in blog participation not only includes utilitarian motivation (i.e. perceived usefulness) and hedonic motivation (i.e. perceived playfulness) but also habitual behaviour and social identity (blog identification). The quality of the blog is included as an antecedent to perceived usefulness and perceived playfulness.

In total, 225 valid questionnaires were collected from blog users. Structural equation modelling was used to test the research hypothesis.

The results show that blog users' intentions to participate in blogs are determined by all four key drivers: habit, perceived playfulness, blog identification, and perceived usefulness. Blog quality has an effect on perceived usefulness and perceived playfulness.

Previous studies emphasise the importance of perceived usefulness as the key determinant for user acceptance of technology. However, in the blog context this study finds habit, perceived playfulness, and blog identification have more significant effects on users' intention than perceived usefulness.

Blog hosts should encourage habitual blog usage (habit), pay more attention to the hedonic nature of the blog (perceived playfulness) and establish a stronger sense of blog identification among participants, in order to retain active users.

This study articulates and empirically validates a motivational research model of blog usage, helping researchers to better understand such behaviour.

The purpose of this paper is to investigate empirically the critical factors for the diffusion of web technologies in supply chain management (SCM) functions, based on the technology‐organizational‐environment model, and to identify the benefits resulting from diffusion.

Data were collected, via an internet survey, from 251 respondents, ranging from middle‐level to top‐level managers, from firms which currently utilize web technologies for their supply chain activities. Structural equation modelling was employed for five factors: relative advantage; competitive pressure; complexity; trialability; and top management support, which have been hypothesized to affect the diffusion of web technologies in SCM functions.

The results suggest that all the factors except trialability are significant predictors of web technologies' diffusion in supply chain functions. The results show also that by diffusing web technologies, organizations can enhance their supply chain activities.

The survey was conducted in a Malaysian context, using a limited set of variables, thus limiting the generalizability of the findings.

This study provides a greater understanding of managers' perception of web technology diffusion in their organizational SCM functions, and benefits realizing from diffusion of web technology, such as operational efficiency.

Those interested in adopting web technologies in their supply chain activities may find these results helpful in guiding their efforts.