An Empirical Analysis of the Antecedents of Social Network Game Continuance use : Perspective on Community

• Main Authors: Jyue-Yu Lin, 林珏妤
• Other Authors: Chun-Yang Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pnk633

碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 102 === Social Network Games have in recent years become an increasingly important component of social media. Therefore, this research is based on Expectation Confirmation Theory. It combines community perspective, and joins the concepts of perceived playfulness, perceived ease of use, social motivation, peer influence, interactive, motivation etc. The purpose is to discuss the factors of influencing on continue using Social Network Games. Thirteen research hypotheses derived from this model are empirically validates using a field survey of Taiwanese Social Networking Game plays. Received 550 valid questionnaires from paper sources. Data collected through observation and questionnaire and SMART PLS analysis is used to verify models. The consequence shows : 1. Expectation confirmation has positive effect on extent of perceived playfulness, perceived ease of use and satisfaction. 2. Perceived playfulness, perceived ease of use、interactive has positive effect on extent of satisfaction. 3. Social motivation has a negative impact on satisfaction and continuance intention. 4. Interactive has positive effect on extent of perceived playfulness. 5. Perceived playfulness, peer influence, satisfaction, motivation has positive effect on extent of continuance intention. Results, in academically, in order to make up for the insufficient study before, this research extends the continued use topic in the field of Social Network Games. In pragmatically, it not only provides Social Network Games suppliers in the planning or marketing references, but also offers developers to design the relevant type as consultation to enhance player supportive willingness constantly.