Title: Customer acceptance of playing online game on mobile phones

Authors: Lily Shui-Lien Chen; Chi Jung Kuan

Addresses: Department of Management Sciences, Tamkang University, Taiwan, No. 151, Yingzhuan Rd., Tamsui Dist., New Taipei City 25137, Taiwan. ' Department of Management Sciences, Tamkang University, Taiwan, No. 151, Yingzhuan Rd., Tamsui Dist., New Taipei City 25137, Taiwan

Abstract: Online gaming keeps growing as a virtual entertainment industry with the improvement in IT applications and PC popularity. This study explored consumer acceptance after the implementation of online games through mobile phones, based on the 'Unified Theory of Acceptance and Use of Technology' (UTAUT) model, while considering the moderating effects of the online gaming experience and experience of web browsing on mobile phones. The research results indicate that performance expectancy, effort expectancy, social influence and facilitating conditions are all significant determinants of attitudes toward playing online games through mobiles and following the attitude positively influences behavioural intention. This research also reveals that the experience of playing online games and the experience of web browsing on mobile phones have a moderating effect on the acceptance of playing online games through mobile phones. Finally, management implications and future research are also presented in this research.

Keywords: UTAUT; online games; mobile phones; cell phones; mobile communications; prior experience; customer acceptance; online gaming industry; web browsing; behavioural intention.

DOI: 10.1504/IJMC.2012.049758

International Journal of Mobile Communications, 2012 Vol.10 No.6, pp.598 - 616

Published online: 14 Oct 2012 *

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