Understanding Users' Continued Use of Online Games: An Application of UTAUT2 in Social Network Games

摘要

Online gaming market is thriving but accompanied with fierce competitions. Players' continued use of online games is critical for the success of online game providers. This study applies UTAUT2 as the research framework to identify the key determinants of social network game (SNG) players' continued use intention, and to explore the moderating effects of individual characters (such as age, gender, and user experience) on the proposed hypotheses as well. The research model is examined by analyzing 3919 valid empirical data collected among SNG players in China. The results suggest that social influence is the most important determinant of continuance intention to use SNG, followed by habit, fantasy, enjoyment, achievement and price value. User experience and age are not moderators, whereas gender exerts moderating effects on the paths from social influence, perceived enjoyment and price value to continuance intention.