Modeling hedonic IS continuance through the uses and gratifications theory: an empirical study in online games

Li, Hongxiu, Liu, Yong, Xu, Xiaoyu, Heikkila, Jukka and Van Der Heijden, Hans (2015) Modeling hedonic IS continuance through the uses and gratifications theory: an empirical study in online games. Computers in Human Behavior, 48. pp. 261-272. ISSN 0747-5632

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Abstract

It has long been a challenge for online game providers that online game players frequently switch to alternative games without much hesitation. Current IS continuance theories are mainly developed to interpret user continuance of general utilitarian IS and are ineffective in interpreting user continuance of hedonic IS. In this study based on the uses and gratifications theory, a hedonic IS continuance model is developed by incorporating three types of gratification: hedonic gratification (enjoyment, fantasy and escapism); social gratification (social interaction and social presence); and utilitarian gratification (achievement and self-presentation). Age and gender are the moderating factors in the model. The research model is empirically assessed based on 3919 validated responses from the users of a social network game in China. In this study we found that three types of gratification affect an individual’s continuance intention to use a social network game: hedonic gratification (enjoyment, fantasy and escapism), utilitarian gratification (achievement) and social gratification (social interaction and social presence). The results provide weak support for the moderating effect of gender on the relationship between each antecedent and continuance intention, but offer strong support for the moderating effect of age on the relationships.

Item Type: Article
Keywords: Continuance intention,Hedonic IS,Social network game,Uses and gratifications
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: T Technology > T Technology (General) > T0055.4 Industrial engineering. Management engineering > T0058.6 Management information systems
Depositing User: Hans Van Der Heijden
Date Deposited: 04 Mar 2015 08:49
Last Modified: 04 Mar 2015 08:49
URI: http://sro.sussex.ac.uk/id/eprint/53183
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