| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 101 === As a result of a decade of rapid growth in online games in Taiwan, players of online games turn matures and the market growth enters a stagnant stage. Online game providers who are used to focus on attracting new game players, are forced to refocus on attracting existing game players to switch to their own games. Therefore, how to attract players to stick to the games it provides, becomes a high priority issue for game providers.
The aim of this study is to identify factors affecting online game players’ continuance intention. This study adopts the Theory of Planned Behavior (TPB) and the concept of switching cost to explore the issue. This study collected data through self-administered Internet questionnaires. SEM, SmartPLS and SPSS were employed to perform data analyses.
Results show that players facing higher levels of online game attractiveness will have higher continuance intention. In addition, players having enough resources or knowledge results in positive attitude of continuance intention. Finally, results also reveal that players dealing with higher switching costs will have higher intention to stay in the online game players playing now, rather than switch to another online game.
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